올해 미국 필라델피아에서 열리는, 최고의 매니지먼트 국제학술대회 (Academy of Management, 86th Annual Meeting)에 제출한 곽혜민 박사과정 학생의 박사졸업논문 기반 논문이, 제출논문이 많은 STR (전략부문) 분과 발표논문 세션에 채택되었다!

”Dear Hyemin Kwak & Kyung Min Park,

Your peer-reviewed paper, submission #18982 titled “Dancing with the Platforms: Strategic Responses of Small Businesses to Platform Dependence”, has been accepted for presentation at the 86th Annual Meeting of the Academy of Management taking place 31 July through 4 August 2026 in Philadelphia, Pennsylvania. Paper sessions consist of papers with a common theme.”

< 논문 내용 >

DANCING WITH THE PLATFORMS: STRATEGIC RESPONSES OF SMALL BUSINESSES TO PLATFORM DEPENDENCE

ABSTRACT

Delivery platforms serve as key intermediaries, connecting restaurants to distant markets, thereby expanding customer reach and enabling market expansion. Yet similar levels of platform dependence can yield divergent outcomes across performance dimensions. Drawing on resource dependence theory, we define platform dependence as reliance on platform-mediated demand and examine its implications for profitability and sales growth under four boundary conditions: (1) competitive intensity, (2) environmental munificence, (3) platform concentration (transaction allocation across platforms), and (4) franchise affiliation.

Using restaurant-level panel data from Korean restaurants, we estimate fixed-effects models with Wooldridge’s two-step selection correction to address non-random platform participation and observed platform sales. Results reveal a profitability—sales growth trade-off under platform governance: greater platform dependence is associated with lower profitability but higher sales growth. Moreover, the boundary conditions differ across the two outcomes. Overall, platform dependence can compress profitability by weakening restaurants’ bargaining power while also increasing sales growth through expanded platform-mediated demand. These opposing effects are contingent on market environments and organizational characteristics.

Keywords: Delivery platforms; Platform dependence; Resource dependence theory; Bargaining power; Platform concentration; Franchise affiliation; Sales growth