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Network Mobilization

In: Platform Business Models for Executives

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  • R. Srinivasan

    (Indian Institute of Management Bangalore)

Abstract

Network mobilization is a significant problem in platform businesses. A unique problem in platforms is that in the presence of network effects: no one joins unless everyone joins. This presents a significant challenge (penguin problem) in mobilizing the network on either or both sides. This chapter will help you with a long list of strategies that platform firms use to attract the initial set of users. Once the network is built, scaling up is easy and does not involves many costs/efforts. At the end of this chapter, you would be able to analyse how specific platforms overcame this problem, and provide a set of guidelines for choosing specific strategies in specific contexts.

Suggested Citation

  • R. Srinivasan, 2023. "Network Mobilization," Management for Professionals, in: Platform Business Models for Executives, edition 2, chapter 0, pages 41-55, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-99-4910-6_4
    DOI: 10.1007/978-981-99-4910-6_4
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