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All-in-one strategy of platforms: Crafting multiproduct ecosystems

Author

Listed:
  • Rong, Ke
  • Zhao, Yue
  • Kang, Zhengyao
  • Parente, Ronaldo

Abstract

This study examines the All-In-One (AIO) strategy, a digital platform strategy characterized by creating and executing an organized multiproduct ecosystem that integrates highly comprehensive and varied offerings. Using multi-case study methodology, we propose a framework that explains the definition and characteristics of the AIO strategy. By adopting a dual perspective that integrates both demand- and supply-side perspectives, our findings indicate that the AIO strategy facilitates supply-side resource bundling of complementary and exclusive resources and enhances demand-side value creation for users. Moreover, our study highlights the role of cross-product data capabilities and institutional factors in shaping digital platforms’ adoption of the AIO strategy. This research contributes to a deeper understanding of platform innovations on both the supply and demand sides in developing a multiproduct ecosystem.

Suggested Citation

  • Rong, Ke & Zhao, Yue & Kang, Zhengyao & Parente, Ronaldo, 2026. "All-in-one strategy of platforms: Crafting multiproduct ecosystems," Technovation, Elsevier, vol. 150(C).
    • Handle: RePEc:eee:techno:v:150:y:2026:i:c:s0166497225002263
    DOI: 10.1016/j.technovation.2025.103394
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