Description

Digital platforms are changing the rules of competition in the global economy Until recently it took Fortune 500 companies an average of 20 years to reach billiondollar market valuations Successful platforms now reach that milestone in an average of four years

In The Platform Paradox How Digital Businesses Succeed in an EverChanging Global Marketplace Wharton professor Mauro F Guilln highlights a key incongruity in this new world Most platforms considered to be successful have triumphed in only some rather than all parts of the world There are very few truly global digital platforms

In more than three decades of studying multinational firms Guilln has found they often misunderstand key aspects of what it takes to succeed globally from culture and institutions to local competitive dynamics and pursuing markets in a logical sequence Seeing multibilliondollar companies like Amazon flounder in certain markets has led Guilln to research what it takes to create a successful global strategy

In The Platform Paradox Guilln details How the COVID19 pandemic accelerated digitization and forced companies like Airbnb to pivot and adapt How platforms like Tinder and Uber have used local advantages to grow rapidly in different countries How traditional companies have transformed themselves into digital platforms like Legoundertaking a digital revolution to emerge from bankruptcy and become the Apple of toys and The possibilities and limits to global expansion as illustrated by companies like Zoom and Skype In The Platform Paradox Guilln offers an integrated framework for these platforms to identify and implement a digital platform strategy on a truly global scale