Digital platforms are changing the rules of competition in the
global economy. Until recently, it took Fortune 500 companies an
average of 20 years to reach billion-dollar market valuations.
Successful platforms now reach that milestone in an average of four
years. In The Platform Paradox: How Digital Businesses Succeed in
an Ever-Changing Global Marketplace, Wharton professor Mauro F.
Guillen highlights a key incongruity in this new world. Most
platforms considered to be successful have triumphed in only some,
rather than all, parts of the world. There are very few truly
global digital platforms. In more than three decades of studying
multinational firms, Guillen has found they often misunderstand key
aspects of what it takes to succeed globally, from culture and
institutions to local competitive dynamics and pursuing markets in
a logical sequence. Seeing multibillion-dollar companies like
Amazon flounder in certain markets has led Guillen to research what
it takes to create a successful global strategy. In The Platform
Paradox, Guillen details: How the COVID-19 pandemic has accelerated
digitization and forced companies like Airbnb to pivot and adapt;
How platforms like Tinder and Uber have used local advantages to
grow rapidly in different countries; How traditional companies have
transformed themselves into digital platforms, like Lego
undertaking a digital revolution to emerge from bankruptcy and
become the "Apple of toys"; and The possibilities and limits to
global expansion, as illustrated by companies like Zoom and Skype.
In The Platform Paradox, Guillen offers an integrated framework for
these platforms to identify and implement a digital platform
strategy on a truly global scale.
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