The new industry playbook: digital service innovation in multi-platform ecosystems

Purpose This study aims to explore the role of digital platforms in fostering digital service innovation (DSI) in business-to-business (B2B) settings. More specifically, it delineates how firms orchestrate and govern multi-platform ecosystems to pursue DSI, outlining key complementors and their interdependencies. Design/methodology/approach Using 37 in-depth interviews with DSI decision-makers from leading transportation and healthcare firms, the study investigates how different types of digital platforms enable data-driven services. Findings The study extends B2B platform classification beyond traditional open vs closed architecture and transaction vs innovation platforms, revealing five distinct types of B2B digital platforms. These are manufacturer-led, provider-mediated, customer innovation, customer-moderated and data brokerage platforms. The study explores different actors-resources-activities constellations in these platforms for executing DSIs. It further elucidates how platform actors play different roles in DSI depending on their ecosystem positions. Finally, it underscores the importance of platform governance in facilitating interoperability and introduces the concept of customized technology adapters as tools for integrating external complementors and supporting DSI. Originality/value Prior studies on digital platforms have predominantly concentrated on examining platform architecture and objectives to categorize platform types. Our investigation, which centers on platform-based DSI activities, identifies distinct platform types that revolve around idiosyncratic service business models implemented by B2B firms. Additionally, we distinguish emerging boundary resources employed by these firms to integrate complementors, which may play a crucial role in ensuring platform interoperability in subsequent developments.