Understanding paradoxical tensions and coping strategies in platform-based servitization

Guilherme Sales Smania; Néstor Fabián Ayala; Wim Coreynen; Leonardo Augusto de Vasconcelos Gomes; Glauco H.S. Mendes

doi:10.1016/j.indmarman.2025.11.008

Understanding paradoxical tensions and coping strategies in platform-based servitization

Guilherme Sales Smania^*
, Néstor Fabián Ayala
, Wim Coreynen
, Leonardo Augusto de Vasconcelos Gomes
, Glauco H.S. Mendes

^*Corresponding author for this work

Xi'an Jiaotong-Liverpool University

Universidade Federal de São Carlos
Universidade Federal do Rio Grande do Sul
Instituto Tecnologico de Estudios Superiores de Monterrey
Faculty of Business and Economics
University of Antwerp
Universidade de São Paulo

Research output: Contribution to journal › Article › peer-review

Abstract

Platformization represents a powerful means to advance digital servitization. However, it also gives rise to inherent contradictions that generate tensions. The present study explores such tensions through a paradox lens, drawing on two case studies of agricultural machinery manufacturers that implemented B2B platforms to support their servitization initiatives. The findings uncover paradoxical tensions in both platform design and governance—specifically, the platform orientation and affiliation paradoxes in platform design, and the innovation and transparency paradoxes in platform governance. To address these tensions, the study identifies four coping strategies: flexible architecture, selective exclusivity, modular governance, and customer empowerment. These insights can support managers in diagnosing the paradoxical tensions they may encounter in their companies' platform-based servitization initiatives and in adopting appropriate coping strategies.

Original language	English
Pages (from-to)	1-16
Number of pages	16
Journal	Industrial Marketing Management
Volume	132
DOIs	https://doi.org/10.1016/j.indmarman.2025.11.008
Publication status	Published - Jan 2026

Keywords

B2B platform ecosystems
Digital servitization
Paradox lens
Paradoxical tensions
Platform design
Platform governance

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10.1016/j.indmarman.2025.11.008

Cite this

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title = "Understanding paradoxical tensions and coping strategies in platform-based servitization",

abstract = "Platformization represents a powerful means to advance digital servitization. However, it also gives rise to inherent contradictions that generate tensions. The present study explores such tensions through a paradox lens, drawing on two case studies of agricultural machinery manufacturers that implemented B2B platforms to support their servitization initiatives. The findings uncover paradoxical tensions in both platform design and governance—specifically, the platform orientation and affiliation paradoxes in platform design, and the innovation and transparency paradoxes in platform governance. To address these tensions, the study identifies four coping strategies: flexible architecture, selective exclusivity, modular governance, and customer empowerment. These insights can support managers in diagnosing the paradoxical tensions they may encounter in their companies' platform-based servitization initiatives and in adopting appropriate coping strategies.",

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AU - Smania, Guilherme Sales

AU - Ayala, Néstor Fabián

AU - Coreynen, Wim

AU - Gomes, Leonardo Augusto de Vasconcelos

AU - Mendes, Glauco H.S.

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AB - Platformization represents a powerful means to advance digital servitization. However, it also gives rise to inherent contradictions that generate tensions. The present study explores such tensions through a paradox lens, drawing on two case studies of agricultural machinery manufacturers that implemented B2B platforms to support their servitization initiatives. The findings uncover paradoxical tensions in both platform design and governance—specifically, the platform orientation and affiliation paradoxes in platform design, and the innovation and transparency paradoxes in platform governance. To address these tensions, the study identifies four coping strategies: flexible architecture, selective exclusivity, modular governance, and customer empowerment. These insights can support managers in diagnosing the paradoxical tensions they may encounter in their companies' platform-based servitization initiatives and in adopting appropriate coping strategies.

KW - B2B platform ecosystems

KW - Digital servitization

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KW - Paradoxical tensions

KW - Platform design

KW - Platform governance

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DO - 10.1016/j.indmarman.2025.11.008

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JF - Industrial Marketing Management

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Understanding paradoxical tensions and coping strategies in platform-based servitization

Abstract

Keywords

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