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How Dr. Oetker’s Digital Platform Strategy Evolved to Include Cross-Platform Orchestration

Title data

Rövekamp, Patrick ; Ollig, Philipp ; Buhl, Hans Ulrich ; Keller, Robert ; Christmann, Albert ; Remmert, Pascal ; Thamm, Tobias:
How Dr. Oetker’s Digital Platform Strategy Evolved to Include Cross-Platform Orchestration.
In: MIS Quarterly Executive. Vol. 21 (2022) Issue 1 . - 5.
ISSN 1540-1960

Official URL: Volltext

Project information

Project title:
Project's official title
Project's id
Projektgruppe WI Strategisches IT-Management
No information

Abstract in another language

Fueled by digital technologies, digital platforms have entered the longstanding industries dominated by traditional firms. Incumbents are required to develop a strategy across all digital platform activities, which comprises two major elements. First, one of four tactics is chosen to approach a specific platform. Second, cross-platform orchestration, which a) manages the platforms’ interplay with the firm’s business strategy and b) balances the tactics across ecosystems to ensure their viability, is performed. This study examines the digital platform strategy adopted by Dr. Oetker. Moreover, based on Dr. Oetker’s journey, we provide
three recommendations on how to handle digital platform strategies in traditional firms.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Digital Platform Strategy; Platform Tactics; Cross-Platform Orchestration; Traditional Firm
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Branch Business and Information Systems Engineering of Fraunhofer FIT
Research Institutions > Affiliated Institutes > FIM Research Center for Information Management
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: Yes
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 19 Oct 2021 10:34
Last Modified: 09 Aug 2023 13:18