Value co-creation: Balancing B2B platform value and potential reverse-value effects

B2B digital platforms represent a fast-growing sector of the expanding platform economy. In this paper, we propose a framework for B2B platforms that integrates four essential value components of a platform ecosystem - standalone value, network-effect value, data-network-effect value, and marketplace-control value within the value process stages. The model is based on the classic conceptualization of B2B value management from value understanding to delivery followed by value capture. This is mapped to the dynamic capabilities processes of sensing, seizing, and transforming. Our conception is bookended with an elaboration of the potential for value dilution for platform stakeholders - customers, suppliers, and the workforce, termed reverse-value effects, that may result from the platform provider's power dominance. Detailed use cases illustrate main constructs in the propositions. We conclude by outlining select mitigation measures to enable B2B platforms reach their full potential.