From B2B to B2B2C: Power Dynamics and Value Co-Creation in Retailer-Platform Relationships

From B2B to B2B2C: Power Dynamics and Value Co-Creation in Retailer-Platform Relationships | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article From B2B to B2B2C: Power Dynamics and Value Co-Creation in Retailer-Platform Relationships Dr Ravi Kant Sharma This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9126266/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The rapid expansion of online platforms has transformed traditional business-to-business interactions into more nuanced business-to-consumer interactions, in which platforms and retailers work together to provide value to end users. This research utilises the theories of platform ecosystems, resource reliance, and service-dominant logic to investigate how governance structures and power imbalance affect the performance and collaborative practices of retailer-platform dyads. A multi-study design based on mixed-methods was employed. Research 1 made use of an exploratory multiple-case research to examine the interactions between platforms and retailers, looking specifically at how Amazon, Shopify Plus, and Mirakl were integrated. Using structural equation modeling and survey data from 362 store managers, Study 2 tested the assumptions that had been derived. Based on anonymised platform data collected over 24 months, research 3 used a longitudinal difference-in-differences research design. While coercive governance may lead to short-term compliance gains, the research shows that non-coercive power benefits prioritize co-creation and long-term relationship performance, whereas the latter reduces commitment. Educational Philosophy and Theory Banking Law B2B2C Platform Governance Power Asymmetry Value Co-Creation Structural Equation Modeling Difference-in-Differences Retail Ecosystems Full Text Additional Declarations The authors declare potential competing interests as follows: NO Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. 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