Power Play

Within the scope of this thesis, three separate case studies were carried out to investigate the subject of why and how hosts of digital market platforms exert influence over sellers. The importance of digital marketplaces to the economy of the world may be seen in the fact that seven of the top 10 most valuable companies (in terms of market value) are digital platforms. The valuation of platform organisations, such as AirBnB and Flipkart, has recently overtaken that of its more conventional counterparts in a very short period of time. Amazon, Apple, Facebook, Google, and Twitter are all prominent digital platforms that play a significant role in the global economy. The rise in popularity of these platforms may be attributed, in part, to their commercialization and expansion capabilities, which have helped drive their growth.