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Zbornik radova Međimurskog veleučilišta u Čakovcu, Vol. 16 No. 1, 2025.

Professional paper

"Frictionless entry" or "gentle blitzkrieg" strategy

Joško Lozić orcid id orcid.org/0000-0001-5568-5279 ; Sveučilište Sjever
Katerina Fotova Čiković orcid id orcid.org/0000-0003-0138-1362 ; Sveučilište Sjever
Ines Lozić ; Centar za financijska vještačenja

Full text: croatian pdf 486 Kb

page 53-72

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Abstract

The twentieth century was marked by the development of industrial capitalism,
which we associate with the end of modernity and the beginning of post-industrial society.
The scientific approach to systems management skills began with Frederick Taylor at the
beginning of the century, and the most significant works on management strategies were
published by Porter in 1980. In parallel with Porter's Analysis of Industry, the process of
entering the post-modern era began. Cybernetics appeared in the middle of the century and
sowed the first seeds of the digitalization of organizations and society as a whole. The
development of the Internet and digital transformation enabled a complete transformation
of production activities in organizations. Digital transformation directly influenced the
development of the platform economy model, and the development of ecosystems that
replaced a large part of old industries. The paper analyses the emergence and development
of the platform economy model and analyses the emergence and development of ecosystems
that replaced classic industries. Platform ecosystems developed a model of two-sided
markets to which organizations from classic linear business did not have an efficient
response. Digitally transformed organizations, as well as organizations from the platform
economy model, bypassed the "barriers" and "moats" set up by classical organizations
from the linear business model, and established new types of monopolies. The strategy of
bypassing obstacles in old industries and establishing a new industry geometry is known
as "Frictionless entry". The change was swift and surprising to the existing leaders as a
"gentle blitzkrieg" without a return to the initial state.

Keywords

platform economy, ecosystem, "frictionless entry", digital transformation, monopoly, "gentle blitzkrieg"

Hrčak ID:

333825

URI

https://hrcak.srce.hr/333825

Publication date:

18.7.2025.

Article data in other languages: croatian

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