Positioning in Digital Markets: A Demand-Side View

The authors thank Senior Editor Mahka Moeen and the anonymous reviewers for their feedback during the review process. For helpful comments on earlier drafts, they thank Oliver Alexy, Henrich Greve, Leena Kinger Hans, Tianyu He, Jax Kirtley, Ying Li, Mary Tripsas, as well as seminar participants at the University of Wisconsin Madison, University of California Irvine, University College London, Tsinghua University, Renmin University, HKUST, the 2024 SKEMA Crossing Bridges Behavioral Strategy Workshop, the 2024 Academy of Management Annual Meeting, the 2023 INSEAD Doriot Entrepreneurship Conference, the 2023 Consortium on Research in Strategy, and the 2021 Industrial Studies Association Annual Conference. The authors acknowledge funding from the INSEAD R&D and the SRF Dissertation Research Grant awarded to the first author.