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

Christopher Nicolas Müller; Björn Kijl; Ivanka Visnjic

doi:10.1002/jsc.2189

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 journal › Article › Academic › peer-review

13 Citations (Scopus)

1309 Downloads (Pure)

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 language	English
Pages (from-to)	139-149
Number of pages	11
Journal	Strategic Change
Volume	27
Issue number	2
DOIs	https://doi.org/10.1002/jsc.2189
Publication status	Published - 26 Mar 2018

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22/4 OA procedure

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10.1002/jsc.2189

M-ller_et_al-2018-Strategic_ChangeFinal published version, 655 KBLicence: Taverne

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

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