The Knowledge Based View of Embedding Strategy for Platforms Enterprises

Abstract

Dialectically linking with heterogenous suppliers, manufacturers, consumers and resources, emerging e-commerce platforms achieve and maintain competitive advantage. Based on different levels of innovation network content and structure, YEATION and YOUPIN, two typical ecommerce platforms, adopt different strategies involving the promotion of value-seeking. Many decisions concern how companies perceive the innovation environment and how to engage in the innovation network. Knowledge base view provides useful theoretical lens to understand the network embedding approach for electric business platform enterprises. To put forward, enterprises with wide breadth should adopt structural strategy give priority to relational embeddedness, on the other hand, enterprises of which the depth of knowledge base is deep and width of insufficient shall adopt strategy give priority to the embedding of structure. It is also proposed that platform enterprises should not adopt a single embeddedness strategy but should adopt auxiliary embeddedness strategy in a timely manner.