| Texto completo | |
| Autor(es): |
Smania, Guilherme Sales
;
Ayala, Nestor Fabian
;
Coreynen, Wim
;
Gomes, Leonardo Augusto de Vasconcelos
;
Mendes, Glauco H. S.
Número total de Autores: 5
|
| Tipo de documento: | Artigo Científico |
| Fonte: | INDUSTRIAL MARKETING MANAGEMENT; v. 132, p. 16-pg., 2025-11-22. |
| Resumo | |
Platformization represents a powerful means to advance digital servitization. However, it also gives rise to inherent contradictions that generate tensions. The present study explores such tensions through a paradox lens, drawing on two case studies of agricultural machinery manufacturers that implemented B2B platforms to support their servitization initiatives. The findings uncover paradoxical tensions in both platform design and governance-specifically, the platform orientation and affiliation paradoxes in platform design, and the innovation and transparency paradoxes in platform governance. To address these tensions, the study identifies four coping strategies: flexible architecture, selective exclusivity, modular governance, and customer empowerment. These insights can support managers in diagnosing the paradoxical tensions they may encounter in their companies' platform-based servitization initiatives and in adopting appropriate coping strategies. (AU) | |
| Processo FAPESP: | 22/08569-1 - Uma investigação do bright side e dark side da colaboração nos ecossistemas de servitização digital em modelos de negócios para carros conectados |
| Beneficiário: | Glauco Henrique de Sousa Mendes |
| Modalidade de apoio: | Auxílio à Pesquisa - Regular |
| Processo FAPESP: | 23/06663-3 - Uma investigação do dark side da colaboração nos ecossistemas de servitização digital em modelos de negócios para carros conectados |
| Beneficiário: | Guilherme Sales Smania |
| Modalidade de apoio: | Bolsas no Brasil - Doutorado |
| Processo FAPESP: | 22/14561-3 - CEPID Bridge: Gestão de Ecossistemas para transições sustentáveis |
| Beneficiário: | José Afonso Mazzon |
| Modalidade de apoio: | Auxílio à Pesquisa - Centros de Pesquisa, Inovação e Difusão - CEPIDs |