Consortium Governance and Market Entry of Digital B2B Platforms: The Case of ADAMOS

In this study, we examine how the Industrial Internet of Things platform ADAMOS successfully entered the German mechanical engineering market using a consortium-based approach. By establishing a joint venture among industry incumbents, ADAMOS followed consortium governance that separated platform ownership from platform operation. In so doing, ADAMOS navigated the complexities of market entry and overcame many challenges typical to business-to-business (B2B) markets. Drawing from the case, we develop a four-step framework for effective business-to-business platform market entry: (1) Spinning out a neutral legal entity, (2) designing a valuable platform core, (3) seeding the supply side with internal offerings, and (4) opening the platform to broader audiences. Based on this description, we discuss lessons learned and provide actionable recommendations for platform operators considering a consortium-based approach for their business-to-business platform market entry.