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Digital platforms for business-to-business markets: A systematic review and future research agenda

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  • Shree, Deep
  • Kumar Singh, Rajesh
  • Paul, Justin
  • Hao, Andy
  • Xu, Shichun

Abstract

The evolution of digital platforms has transformed the way businesses operate. Digital platforms have become popular and common in Business-to-Business (B2B) markets, thereby leading to increased interest of researchers. Even with the increasing interest, the field suffers from the lack of a comprehensive approach towards plugging the gaps left behind. This review presents a synthesis of the last ten years of research on digital platforms in B2B markets. Based on Diffusion of Innovation (DOI) and Technology-Organization-Environment (TOE) frameworks for adoption of innovation, the current study identifies the technological, organizational, and environmental context-based factors that play a major role in adoption of digital platforms in B2B markets. We also present a detailed overview of the research in terms of publication timeline, geographical distribution, industrial context, theory used, and methodology employed. In addition, we identify some significant gaps and set a future research agenda.

Suggested Citation

  • Shree, Deep & Kumar Singh, Rajesh & Paul, Justin & Hao, Andy & Xu, Shichun, 2021. "Digital platforms for business-to-business markets: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 137(C), pages 354-365.
    • Handle: RePEc:eee:jbrese:v:137:y:2021:i:c:p:354-365
    DOI: 10.1016/j.jbusres.2021.08.031
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    8. Newaz, Md Tarique & Chandna, Vallari & Dass, Mayukh & Arnett, Dennis, 2023. "Using R-A theory and the optimal distinctiveness perspective to understand the strategic marketing approaches used by platform-based organizations: The cases of Facebook and Twitter in digital ecosyst," Journal of Business Research, Elsevier, vol. 167(C).
    9. Sergi, Bruno S. & Ključnikov, Aleksandr & Popkova, Elena G. & Bogoviz, Aleksei V. & Lobova, Svetlana V., 2022. "Creative abilities and digital competencies to transitioning to Business 4.0," Journal of Business Research, Elsevier, vol. 153(C), pages 401-411.
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