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Research Lecture: Melissa Schilling

Friday, February 8, 2019 - 12:00pm to 1:30pm


Phelps 1410


Open to the Public


 Dr. Melissa Schilling, Herzog Family Professor of Management, New York University Stern School of Business

Title: Platform Strategy: Managing Ecosystem Value Through Selective Promotion of Complements

Abstract: Platform sponsors typically have both incentive and opportunity to manage the overall value of their ecosystems. Through selective promotion, a platform sponsor can reward successful complements, bring attention to underappreciated complements, and influence the consumer’s perception of the ecosystem’s depth and breadth. It can use promotion to induce and reward loyalty of powerful complements producers, and it can time such promotion to both boost sales during slow periods and reduce competitive interactions between complements. We develop arguments about whether and when a platform sponsor will selectively promote individual complements, and test these arguments on data from the console video game industry in the United Kingdom. We find that platform sponsors do not simply promote “best in class” complements; they strategically invest in complements in ways that address complex tradeoffs in ecosystem value. Our arguments and results build significant new theory that helps us understand how a platform sponsor orchestrates value creation in the overall ecosystem.

Biography: Melissa A. Schilling is the Herzog Family Professor of Management at New York University Stern School of Business. She received her Bachelor of Science in business administration from the University of Colorado at Boulder. She received her Doctor of Philosophy in strategic management from the University of Washington. Professor Schilling’s research focuses on innovation and strategy in high technology industries such as smartphones, video games, pharmaceuticals, biotechnology, electric vehicles, and renewable energies. She is particularly interested in platform dynamics, networks, creativity, and breakthrough innovation. Her textbook, Strategic Management of Technological Innovation (now in its fifth edition), is the number one innovation strategy text in the world. She is also coauthor of Strategic Management: An integrated approach (now in its twelfth edition).



The Technology Management Program Dean’s Research Lecture Series is the premier event that brings accomplished and inspiring professors to campus to explore topics related to the field of technology management and organizations. The lecture series provide a forum for the academic community to learn from and engage in conversations with outstanding scholars on cutting-edge research findings.

Each quarter will feature several preeminent speakers. Lectures will last approximately one hour and take place in the TMP Executive Learning Center, Phelps Hall 1410. Lunch is provided for all guests who RSVP.

Attendees are required to register prior to the event for lunch and space reservation. For more information, contact Amanda Higham via email (amanda@tmp.ucsb.edu)or by phone at 805-893-7577.