Understanding paradoxical tensions and coping strategies in platform-based servitization

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.