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ARTICLE REVIEW SESSION
By K.M.SUMANTH T.P.S (MARKETING) T21022

2-14 WHAT’S YOUR GOOGLE STRATEGY BY Andrei Haigu David B. Yoffie April 2009 .

3-14 Andrei Haigu :Andrei is an Associate Professor in the Strategy group at Harvard Business School. David B. Yoffie : is the Max and Doris Starr Professor of International Business Administration at Harvard Business School. .

4-14 VS .

• MSPs support players that are interdependent. • MSPs can insert themselves between Company and its customers. . • They don’t take ownership of the goods and services they facilitate the sale.Multisided Platforms 6-14 • An MSP is both a platform and an intermediary.

wholesaler. distributor.retailer that links producers to other intermediaries or the ultimate buyer. .Intermediaries 5-14 Individual or firm such as an agent .

Pure Market intermediaries 7-14 Pure market intermediaries are firms that make a living by reducing search and transactions costs for two or more distinct groups of players. These firms generally take full possession or control of the goods . .

or technologies that serve as foundations on which other parties can build complementary products. . or technologies. services. services. Pure platforms do not have any contact with players’ customers.Pure Platforms 8-14 Platforms are products.

decide whether to play with an existing MSP. . build your own platform. If you conclude that a third-party MSP can benefi t your business determine whether your company should join one or many. or do both.9-14 First. which features or services you should adopt and which you should reject in order to maintain your competitive advantage.

To Play or Not to Play? 10-14 Does the multisided platform require exclusivity. or can we play on multiple MSPs? What are the risks that an MSP will use its power against us to capture more value for itself? Can existing MSPs add value to our business by lowering our costs or increasing our customer reach at a reasonable price? What are the risks that an MSP will use its power against us to capture more value for itself? .

12-14 .

Where to Play? 11-14 Does the multisided platform require exclusivity. or can we play on multiple MSPs? How does the increase in customer reach from playing on multiple MSPs ? Can we extract extra compensation from an MSP if we go exclusive? .

How to play? Which services or features of the multisided platform will enhance our differentiation and which will commoditize our business? 13-14 How do the MSP’s terms affect our competitive advantage relative to other players on the MSP? Do the terms strengthen the MSP’s ability to hold us up? .

If the companies play really well on an MSP.Conclusion 14-14 Companies should think twice before they join a popular platform. . And should remember that MSPs are moving targets and regularly review company's strategy. they may even be able to dictate the rules of the game.

THAN Q ! .