Changes in the Relationship between Incumbents and Platformers
The Coexistence of Complementarity and Competition in the Content Industry
##article.authors##
-
Sawako FUJIMAKI
Kaishi Professional University, Faculty of Information
https://researchmap.jp/fujimaki_sawako
-
Tatsuyuki NEGORO
NUCB Business School
https://researchmap.jp/read0078036
-
Satoshi AJIRO
Senshu University, School of Business Administration
https://researchmap.jp/S.Ajiro
DOI:
https://doi.org/10.51094/jxiv.1327Keywords:
digitalization, business model, second round issue, value chain, platform, co-opetitionAbstract
The advancement of digitalization is replacing existing analog businesses with digital models across various industries. In the content industry, which provides videos, music, manga, books, magazines, newspapers, and other media, this transition to digital models is also occurring and has entered its second round. 'Second round' refers to a secondary shift that further replaces the initial digital model transformation of analog businesses. As digitalization progresses, entrants such as platformers appear within the industry, creating a contradictory relationship of 'complementarity' and 'competition' with the incumbents. However, this contradictory relationship existed before the emergence of platformers. This study examines where the relationship of complementarity and competition arises in each round of digitalization, using case studies from the newspaper and music businesses. It shows that as the rounds of digitalization advance, the relationship between incumbents and platformers is changing, and at some point, complementarity and competition will coexist.
Conflicts of Interest Disclosure
The authors declare no conflict of interest.Downloads *Displays the aggregated results up to the previous day.
References
Brandenburger, A. M., & Nalebuff, B. J. (1997). Co-opetition. Profile Books Ltd.
Bengtsson, M., & Kock, S. (1999). Cooperation and competition in relationships between competitors in business networks. Journal of Business & Industrial Marketing, 14 (3), 178–194. https://doi.org/10.1108/08858629910272184
Cennamo, C., Diaferia, L., Gaur, A., & Salviotti, G. (2022). Assessing incumbents' risk of digital platform disruption. MIS Quarterly Executive, 21 (1), 55-74. Article 7. https://doi.org/10.17705/2msqe.00059
Cennamo, C., Meyer, T., & Yilmaz, E. D. (2021). Platform-based disruption: The dual effect of digital platforms on incumbent firms. Paper presented at DRUID21 Conference, Frederiksberg, Denmark. https://conference.druid.dk/Druid/?confId=62
Cozzolino, A., Corbo, L., & Aversa, P. (2021). Digital platform-based ecosystems: The evolution of collaboration and competition between incumbent producers and entrant platforms. Journal of Business Research, 126 (3), 385-400. https://doi.org/10.1016/j.jbusres.2020.12.058
Cozzolino, A., & Verona, G. (2022). Responding to complementary-asset discontinuities: A multilevel adaptation framework of resources, demand, and ecosystems. Organization Science, 33 (5), 1990-2017. https://doi.org/10.1287/orsc.2021.1522
Geurts, A., Broekhuizen, T., Dolfsma, W., & Cepa, K. (2022). Tensions in multilateral coopetition: Findings from the disrupted music industry. Industrial Marketing Management, 105, 532-547. https://doi.org/10.1016/j.indmarman.2022.06.020
Negoro, T., & Ajiro, S. (2021). Interactive evolution of marketing functions between platforms and individual business operators. Japan Marketing Journal 41 (2), 19-32 (in Japanese). https://doi.org/10.7222/marketing.2021.042
Negoro, T., & Hayakawa, A. (2023). Dejitaru-ka no nishu-me mondai: mondai no kouzou to bijinesu deno fukabori. Waseda Daigaku IT Senryaku Kenkyujo [Research Institute of IT & Management, Waseda University] Working Paper, 69 (in Japanese). https://d-keiei.org/paper/1048/
Raza-Ullah, T. (2020). Experiencing the paradox of coopetition: A moderated mediation framework explaining the paradoxical tension–performance relationship. Long Range Planning, 53 (1), 101863. https://doi.org/10.1016/j.lrp.2018.12.003
Togashi, K. (2025). Platform bijinesu ni okeru coopetition no kintyo manejimento: Yahoo!news no jirei. Soshiki Kagaku [Organizational Science], 57 (3), 18-32 (in Japanese). Advance online publication. https://doi.org/10.11207/soshikikagaku.20250401-1
Tsuchihashi, R., & Togashi, K. (2024). Aratana bijinesu-moderu no sannyu ni taisuru kisonkigyou no taiou senryaku: Housoukyoku to douga haishin platform no jirei [Strategies for incumbents to respond to the entry of new business models: Cases of broadcasters and video distribution platforms]. Soshiki Kagaku [Organizational Science], 57 (3), 18-32 (in Japanese). https://doi.org/10.11207/soshikikagaku.20240513-2
Yoo, D. K., Roh, J. J., Cho, S., & Yang M. M. (2024). Coopetition in a platform ecosystem: from the complementors’ perspective. Electronic Commerce Research, 24, 1509-1532. https://doi.org/10.1007/s10660-022-09565-5
Downloads
Posted
Submitted: 2025-07-03 07:43:13 UTC
Published: 2025-07-07 04:21:09 UTC
License
Copyright (c) 2025
Sawako FUJIMAKI
Tatsuyuki NEGORO
Satoshi AJIRO
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
