Browsing by Author "Triantafyllou, Artemios"
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- Platform business models in motion : leveraging data network effects to balance international expansion and user retentionPublication . Triantafyllou, Artemios; Bohnsack, René; Marante, CláudiaThe rapid international growth of digital platforms has transformed how companies scale and retain users, yet it remains unclear how these businesses adapt across markets while maintaining user engagement. Existing research emphasizes platform internationalization and data strategies, but little is known about how business model adjustments and retention mechanisms interact globally. This thesis explores how platform business models evolve during international expansion and how data network effects support user retention. It draws on a qualitative approach combining nine expert interviews and 111 user survey responses, capturing both company and user perspectives. The findings reveal three key insights. First, successful internationalization combines modular technical infrastructure with local adaptation and partnerships. Second, data enables platforms to personalize experiences and anticipate user behavior, strengthening engagement and reducing churn. Third, business model-specific advantages (BMSAs), such as modularity, centralized analytics, and unified data systems, support growth that is scalable and responsive to local needs. The study proposes a cyclical framework that links internationalization strategies, data-driven personalization, and retention mechanisms as mutually reinforcing processes. This challenges traditional linear models of expansion and contributes to emerging theories of digital scalability and adaptation. In practical terms, this thesis offers platform managers actionable guidance on building adaptive business models and leveraging user data for sustained global competitiveness.