Competitive Strategies of Digital Platforms in New Markets : An analysis of the strategies and firm financial performanceof digital platforms entering competitive markets in theNordics

Sammanfattning: Over the recent decade the world has seen an increase in businesses launching new, or changing theirbusiness model to, digital platforms. New and established businesses are flocking to digital platformsin order to evolve their business model and keep up with advancements in technology, such as cloudcomputing, which enables commerce and communication on a much faster and more streamlinedlevel. Digital platforms with two-sided markets often face fierce competition from market incumbentswhich benefit from traditional supply-side economies of scale, as well as from other digital platforms.Therefore, the competitive strategy adopted at market launch and under operations will have a greatimpact on the platform performance in terms of firm financial performance.This study is divided into two parts and is performed with the objective to gain insight into thecompetitive strategies adopted by digital platform businesses with two-sided markets, and how suchstrategic decisions may be informed in favor of profitability. The first part investigates the influence ofinternal factors, such as debt ratio, quick ratio, sales growth, and capital turnover ratio, on the firmfinancial performance (measured by return on assets) of digital platforms with two-sided markets inthe Nordics. The second part investigates the relationship between the firm financial performance(measured by return on assets) of digital platform businesses with two-sided markets after launch andthe type of strategy adopted. Subsequently, two hypotheses are presented. Subsequently, twohypotheses are presented. A panel data regression model is developed to evaluate these relationships,allowing the authors to test the null hypotheses. The data set used in the panel data regression modelcomprise an unbalanced sample of 27 companies who have launched their platforms in Norway,Sweden, and Denmark. Financial data was gathered in the form of return on assets (dependentvariable), capital turnover ratio, quick ratio, debt ratio, and sales growth (explanatory variables).These companies were grouped depending on which strategy was adopted on market launch and underearly operations. These strategies are subsidy, seeding and marquee users, micro market launch andpiggybacking (categorical ‘dummy’ variables).Studying the firm financial performance of businesses which adopt digital platforms will help us tobetter understand the efficacy of strategies adopted and how these strategies impact financialperformance. Both null hypotheses tested may be partially rejected. The authors conclude that theinternal factors debt ratio, quick ratio, and sales growth have a significant influence on theprofitability (measured by return on assets) of digital platforms with two-sided markets in the Nordics.The influence of the internal factor capital turnover ratio on profitability is statistically insignificant.Quick ratio has a positive significant influence on profitability, whereas debt ratio and sales growthhave a negative influence. The authors also conclude that companies which have business modelsallowing them to adopt a subsidy strategy yields stronger profitability than those which adopt otherstrategies. Companies which entice seed & marquee users to their platform as a strategy yields thesecond strongest profitability. Companies which choose a micro market launch strategy yield theweakest profitability. The authors of this study will not draw conclusions on the efficacy of theadoption of a piggybacking strategy on profitability due to the limited number of observationsattributed to the piggybacking dataset.Future studies may expand upon this research with the inclusion of a wider catchment of businesses,as well as the inclusion of a wider data set to include other geographical locations and improvestatistical significance of the data set. An improvement to the study may also be to analyze thecorrelation between the strength of competitors upon market entry and the efficacy of the strategiesadopted.