December 2025
Intermediate to advanced
8 pages
23m
English
article
How Nesting Changes Platform Strategy
by Elizabeth J. Altman, Mary Tripsas, Tommaso Buganza, Daniel Trabucchi
Overview
When platform businesses permit other platforms to embed within their own, or offer their own functionality hosted on another platform, they can gain access to new markets and customers, and improve the user experience of current customers. But platform owners must also consider whether such a relationship will affect the integrity of their brand and what it means for customer relationships. Research can help guide leaders through the strategic implications of nesting decisions.
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