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Complementor relationship management for Data-driven B2B platforms: Towards a Holistic approach
(2021)
In the so-called ecosystem economy, new platform-based business models evolve rapidly based on the prospects of digital technology. Especially in the B2B context, data-driven platforms are highly relevant. Thus far, little research has been conducted on the supply side of data-driven platforms and especially on service providers, the so-called complementors. Therefore, this paper offers insights into the various facets of complementor relationship management (CoRM). The paper aims to develop a framework for the management of complementors of data-driven B2B platforms. For empirical evidence, we draw on 14 semi-structured expert interviews with platform managers and complementors. The findings outline two big areas of CoRM and discuss distinct characteristics of partner management and technology management. For partner management the differentiation into open and closed platform needs to be taken into account for complementor relationship management. Moreover, our study reveals the key factors of technology management which lead from platform infrastructure to digital applications like digital twins or predictive maintenance.
For a long time, a large number of top managers in listed companies have regarded communication with their shareholders as a necessary evil and now, in times of activist investors, are faced not only with the great challenges of opening up to shareholders and revealing their own corporate strategy, but also at the same time have to withstand the massive external pressure from activist investors, who are rarely majority shareholders. To achieve this, it is essential that a complete rethink-ing of the communication strategy of those responsible for the company takes place.