Envelopment lessons to manage digital platforms: The cases of Google and Yahoo

Christopher Nicolas Müller, Björn Kijl* (Corresponding Author), Ivanka Visnjic

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

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Abstract

Envelopment is a form of business model innovation where companies add new functionality to their platforms to outcompete rivals. The two large internet corporations analyzed in this study, Google and Yahoo, employed diverging envelopment strategies. Google added related functionality to their initial platform and then expanded into functionally distinct platforms. Yahoo, on the other hand, expanded directly into functionally distinct platforms.

Original languageEnglish
Pages (from-to)139-149
Number of pages11
JournalStrategic Change
Volume27
Issue number2
DOIs
Publication statusPublished - 26 Mar 2018

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