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Solving the challenge of on-boarding initial set of users is crucial to have a viable business model, especially when the switching and multi-homing costs for participants are low during the early stages of association (Evans JREG 20:325–381, 2003; Farrell and Saloner AER 76:940–955, 1986). This chapter explores ways different platform firms have approached this challenge. Network mobilization strategies depend on two dimensions of growth: the extent to which the firm leverages its existing resources, and the path it takes to acquire its first set of users. These two decisions are crucial in the context of platform’s growth.

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Network Mobilization

  • 章节

  • 发表日期：

    2025年

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  • R. Srinivasan

摘要

Solving the challenge of on-boarding initial set of users is crucial to have a viable business model, especially when the switching and multi-homing costs for participants are low during the early stages of association (Evans JREG 20:325–381, 2003; Farrell and Saloner AER 76:940–955, 1986). This chapter explores ways different platform firms have approached this challenge. Network mobilization strategies depend on two dimensions of growth: the extent to which the firm leverages its existing resources, and the path it takes to acquire its first set of users. These two decisions are crucial in the context of platform’s growth.