B2B digital platform adoption by SMEs and large firms: Pathways and pitfalls

• Published in: Industrial marketing management 2023-10, Vol.114, p.80-93
• Main Authors: Marzi, Giacomo, Marrucci, Anna, Vianelli, Donata, Ciappei, Cristiano
• Format: Article
• Language: English
• Subjects: B2B; fsQCA; Multisided platforms; Sourcing process; Supply chain digitalisation; Two-sided platforms
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2023.08.002

The ongoing paradigm shift towards two-sided and multi-sided platforms is reshaping business transactions and collaborations worldwide. Such digital platforms have found widespread acceptance in business-to-business markets, serving as catalysts for strategic networking, transparency, and traceability, especially in sourcing activities that demand strategic solutions for supplier selection and collaboration. Nonetheless, the variables influencing platform adoption in small and medium-sized enterprises (SMEs) and large firms remain somewhat opaque. In this study, the social network theory (SNT), diffusion of innovation (DOI) theory, and technology–organisation–environment (TOE) framework were used as analytical lenses. Drawing from a sample of 318 responses from supply chain managers, this study employs a fuzzy-set qualitative comparative analysis (fsQCA) to identify 15 configurations related to the adoption of two-sided platforms in both SMEs and large manufacturing firms. The results underscore that SMEs' drive for platform adoption is primarily anchored in their need for flexible, fluid networks, thus reinforcing the value of two-sided platforms in cultivating robust supplier relationships. In contrast, large firms are driven by potential advantages in efficiency and transactional security. However, the low adoption intention in both SMEs and large firms can be attributed to perceived barriers and a lack of perceived benefits, respectively. •SMEs and large firms undertake platform adoption via distinct pathways.•SMEs' platform adoption is motivated by their necessity to establish a flexible and fluid network of partners.•Large firms' platform adoption is propelled by strategic benefits and low complexity and adoption costs.•Platform providers could facilitate SMEs' adoption by highlighting the medium and long-term benefits.•Platform providers could facilitate large firms’ adoption by reducing the complexity of integration.