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

Project 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.