How Dr. Oetker's Digital Platform Strategy Evolved to Include Cross-Platform Orchestration

Incumbent firms in traditional industries are increasingly facing challenges as the trend toward digital platforms gathers pace, and they need to develop strategies for their digital platform activities. These strategies have two major elements: 1) the tactics relating to a specific platform, and 2) cross-platform orchestration, which manages the interplay across platforms and between them and the firm's core business. Based on our study of the digital platform strategy adopted by Dr. Oetker, we provide recommendations for digital platform strategies in traditional firms.