[ARTICLE] This paper develops a typology of four multi-platform integration strategies—collection, consolidation, symbiosis, and assemblage—demonstrated by Big Tech companies like Alphabet, Apple, Meta, Alibaba, and Tencent.

by Jan Ondrus (ESSEC Business School), Maximilian Schreieck, Manuel Wiesche, Helmut Krcmar

Big Tech companies such as Alphabet (Google), Apple, Meta (Facebook), Alibaba, and Tencent have repeatedly demonstrated their capability to integrate multiple digital platforms successfully. However, the grasp of how multi-platform integration strategies are articulated and the potential benefits they bring forth remains limited. Previous research has predominantly focused on launch, growth, and competition strategies for single platforms, prompting us to develop a typology of four multi-platform integration strategies: collection, consolidation, symbiosis, and assemblage. For each strategy, we examine what complementarities are generated and provide real-world examples. Subsequently, we delve into a discussion of the limitations and implications associated with the integration of multiple digital platforms. We conclude by proposing avenues for future research on multi-platform integration strategies.

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