How accessories add value to a platform: the role of innovativeness and nonalignability
ISSN: 0309-0566
Article publication date: 20 November 2020
Issue publication date: 7 April 2021
Abstract
Purpose
This study aims to distinguish between the indispensable (software) versus discretionary (accessories) complementary products to a platform. It investigates the impact of accessories on increasing the perceived value and sales of a base platform. In particular, the role of two distinct characteristics of accessories – innovativeness and structural nonalignability – in driving the sales of the base platform.
Design/methodology/approach
Combining sales data from the US video gaming industry with primary data on the above two aspects of accessories, this study quantifies the effect of accessories portfolio on the sales of three brands of video gaming platforms.
Findings
A distinct network externality arises from accessories for video gaming platforms, above and beyond the effects of game titles. Importantly, the average level of innovativeness and nonalignability of the accessories portfolio, as well as the frequency of introduction of highly innovative and/or nonalignable accessories positively impact the sales of the platform.
Research limitations/implications
This research seeks to address the gap in the innovation literature on the role of discretionary complementary products (i.e. accessories) on platform sales. Future research should examine this in other platform contexts as well.
Practical implications
Managers of platform-mediated products should give due consideration to accessories, as an important driver of the sales of the platforms. Product managers can leverage the advantage of innovative and nonalignable accessories to enhance consumer demand for the platform.
Originality/value
This study is the first to conceptualize and empirically verify the network externality arising from accessories, a heretofore much neglected component of platform-based markets.
Keywords
Acknowledgements
All authors contributed equally to this research.
Research funding: The current research is supported by grants from the Social Sciences and Humanities Research Council of Canada (SSRHC grant # 430–2011-0) and from the Marketing Science Institute, USA (MSI award #4–1685). The funding sources were not involved in the research process or in the preparation of the manuscript.
Citation
Gill, T., Ma, Z., Zhao, P. and Chen, Y.(K). (2021), "How accessories add value to a platform: the role of innovativeness and nonalignability", European Journal of Marketing, Vol. 55 No. 4, pp. 1103-1129. https://doi.org/10.1108/EJM-07-2019-0627
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited