Dimensões de competitividade na era das plataformas digitais

Abstract

Study objective: While there is a consolidated view of the competitive dispositions under which traditional approaches to competitive advantage operate, there is no cohesive view of how this logic manifests itself in a scenario based on technology and digitization where digital platforms operate. Therefore, this study aimed to analyze what are the prevailing competitive dispositions in digital platforms.Methodology/Approach: this is an exploratory study, correlating the topics of digital platforms and competitive advantage through a literature review on the Web of Science database, presenting a sociometric analysis of the data and a synthesis of the main competitive dispositions in digital platforms.Originality/Relevance: despite the acknowledged inadequacy of traditional strategies to explain competitiveness in the context of digital platforms, the studies dedicated to discussing this issue are still limited, and the present study has contributed by extending the discussion and providing perspectives to this novel scenario. Main results: The results define certain differences between the competitive dispositions regarding traditional enterprises and platform-based business models. Among the new elements identified, the distinct focus of the value creation process, the centrality of a networked structure as well as the use of data, and interaction of a more heterogeneous set of participants are highlighted.Theoretical/methodological contributions: the present study contributes to the current debate by indicating a first effort to align and consolidate the competitive dimensions that present themselves in digital platforms, in comparison to what is known concerning traditional pipeline approaches. Moreover, by proposing a research agenda, the development of future studies is also assisted.