Platformizers, orchestrators, and guardians: three types of B2B platform business models

Abstract

This chapter develops a typology of B2B platform business models. B2B platforms can be divided into three types depending on the nature of the platform market structures they enable. (1) The product-service platformizer business model creates a platform-like interface on top of a product or service and helps bring in production-side complements to join the focal firm’s value proposition. (2) The platform ecosystem orchestrator opens a multi-sided market on top of a B2B product-service value proposition and enables customers to select complements from an ecosystem. (3) The platform market guardian creates an open or semi-open platform marketplace for other B2B firms to transact products or services. For each type, we discuss and illustrate the B2B firm’s value creation and capture logic, platform governance, and platform architecture characteristics.