The Platform Playbook

The Marketer's Guide to Designing, Scaling and Leading Platform Growth
Erscheinungsjahr 2026
ISBN: 978-3-032-08030-1
Verlag: Springer

Buch, Englisch, 369 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 706 g

In an economy increasingly shaped by ecosystems rather than standalone firms, marketing must evolve beyond persuasion toward facilitation, collaboration, and co-creation.

Offering a comprehensive roadmap for marketers and business leaders to design, scale, and sustain platform-driven ecosystems, this book is your essential guide to mastering the art of platform-driven growth in today’s digital economy. With cutting-edge marketing strategies, this book redefines how companies can thrive in a world where success depends not on what they own, but on what they connect.

Covering topics such as value co-creation, actor integration, and technology enablement, the author demonstrates how to leverage AI, IoT, and cloud computing to deliver personalized experiences and break industry rigidities. With detailed frameworks, real-world case studies, and actionable strategies, equips leaders to navigate regional complexities and build resilient ecosystems. This book is a must-read for those looking to cultivate adaptive, inclusive, and innovative marketing organizations.

Zielgruppe

Popular/general

Autoren/Hrsg.

Hendricks, Leeya

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Part 1: Foundations of Platform Ecosystems and Value Co-Creation.- Chapter 1: The Evolution of Marketing in Platform Ecosystems.- Chapter 2: Marketing Leaders as Drivers of Co-Creation.- Chapter 3: Foundations of  Platform Ecosystem.- Chapter 4: Bridging the Gap  –  Aligning CMOs and CEOs for Platform Growth.- Chapter 5:The Power of Ecosystems in Value Co-Creation.- Part 2: Core Mechanics of Value Creation and Engagement.- Chapter 6: Key Players in Platform Ecosystems.- Chapter 7: Building Partnerships – The Role of Complementors.- Chapter 8: Overcoming Barriers in Institutionalised Markets.- Chapter 9: Leveraging Actor Engagement in the Digital Era.- Chapter 10: Building Trust and Collaboration in Digital Ecosystems.- Part 3: Strategic Frameworks for Platform Growth.- Chapter 11: Stimulating Engagement Through Platforms as a Service.- Chapter 12: Community-Building Strategies for Marketers.- Chapter 13: Using Engagement to Drive Value Co-Creation.- Chapter 14: Value Co-Creation – The New Marketing Currency.- Chapter 15: Reciprocal Resource Integration in Ecosystems.- Part 4: Technology as a Catalyst.- Chapter 16: Using Technology to Foster Co-Innovation.- Chapter 17: Case-Studies  –  Successful Value Co-creation in Fintech.- Chapter 18: Challenges and Opportunities for Marketers.- Chapter 19: Breaking Industry Rigidity Through Innovation.- Chapter 20: Strategies to Overcome Resistance in Marketing Ecosystems.- Part 5: Scaling and Structuring for Regional and Global Growth.- Chapter 21: Platforms as a Disruptor – Insights from Asset Management.- Chapter 22: Plug-and-Play Solutions for Agility and Scalability.- Chapter 23: The Role of Leadership in Driving Change.- Chapter 24: Marketing Platforms with Complementors.- Chapter 25: Collaboration Strategies for Platform Growth.- Chapter 26: Regional Strategies for Legitimacy and Expansion.- Part 6: Future-Ready Platform Strategies.- Chapter 27: Using Resource Integration to Amplify Scale.- Chapter 28: Unlocking Future Marketing Potential - The Interplay of Actor Engagement and Co-Creation.- Chapter 29: Advanced Marketing Strategies for Platform Ecosystems.- Chapter 30: Emerging Trends in AI, IoT, and Cloud Computing for Marketers.- Chapter 31: Designing a Scalable Platform-Driven Marketing Strategy for Sustainable Growth.

Über Autor(innen)

Leeya Hendricks is a globally recognised marketing and growth leader, board advisor, and academic with a track record spanning CMO roles at Prytek, Delta Capita, and Rimm, and senior marketing leadership positions at Accenture, Gartner, IBM, and Oracle. A Chartered Marketer, Fellow, and Non-Executive Board Director of the Chartered Institute of Marketing, she holds a PhD in B2B platform ecosystems and value co-creation, with published research in leading journals and lectures at multiple universities, including as Adjunct Professor in International Business and Law at MCI, Management Centre Innsbruck.

As Managing Director of Hark Consultants and Executive Marketing Consultant, she advises on strategic programmes that drive business growth and scale through innovative marketing and communications strategy, digital and technology integration, and ecosystem development—particularly for tech, enterprise, SaaS, fintech, professional services, and private equity-backed firms.

draws on her academic and practical experience across enterprise and scale-up contexts to deliver a strategic roadmap for building platform-centric businesses that scale with purpose.