Abstract for: Platform Dynamics: A Conceptual Model of Differences Between B2B and B2C

Although platform business models are exceedingly popular, the differences between platform business models in the Business to Consumer (B2C) and Business to Business (B2B) settings are still not well understood. To explore them, we draw on previous literature from academic and practitioner journals, and distill insights through a previously established “Value Creation Lens”, a strong framework for understanding the dynamics of platform value creation and growth. We use causal loop diagrams to underscore how changes in the system structure will lead to different behaviors over time, taking as a motivating example the differences between Uber’s Ride Hailing and Freight businesses. The model highlights the need for different metrics to evaluate B2B platforms, and has implications for companies considering joining an existing platform, or launching competing alternatives.