Marketing Science 2026

Bargaining and Network Effects in Two-Sided Platforms: Evidence from Online Healthcare

Xu Zhang¹; Junhong Chu²; Puneet Manchanda³

¹ London Business School · ² University of Hong Kong · ³ University of Michigan–Ann Arbor

Abstract

A generalizable modeling framework integrating bargaining and participant-specific network effects to guide growth strategies for platforms built on negotiated partnerships.

DOI

10.1287/mksc.2024.0922

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓