Chapter 19 Pricing in Platforms and MarketplacesA Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace Platforms
Simone Cicero
Platforms offer complex pricing opportunities
One of the highlights of a recent conversation I had with James Currier was that, increasingly, as we move into more vertical and managed marketplace opportunities, where a mix of platform-provided services often complement the more ‘transactional’ nature of the marketplace, pricing becomes a complex strategic matter (Boundaryless, 2021). Indeed, when thinking about pricing, in a platform-marketplace setting, one needs to understand that there are at least three contexts where pricing is a fundamental ...
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