Compatibility promotion for standard development within shared platforms: A rising tide does not lift all boats

Abstract Selective promotion entails the exploitation of resources offered by individual complementors to improve a proprietary platform’s competitive position. However, as governance decisions endorse particular complementor are made unilaterally, such is less suitable for shared platforms that ultimately owned and managed an ecosystem heterogeneous, autonomous complementors. We explore compatibility promotion, which involves screening stock infrastructural making choice promote in light capabilities platform seeks develop. Based on longitudinal study evolved around new technology standard Swedish road haulage industry, we explicate how elevating one over others unsettled denied promoted opportunity generate kind value their elevated status implicitly promised. This better off at expense complementor. Our surprising insight lets us theorize why renders outcomes opposite those selective platforms.