USING THE OPPORTUNITIES OF THE PLATFORM ECONOMY TO DEVELOP THE ACTIVITIES OF SMALL BUSINESS ENTITIES ON DIGITAL PLATFORMS
DOI:
https://doi.org/10.5281/zenodo.22078931Abstract
This article analyzes the theoretical and practical foundations for leveraging the
opportunities of the platform economy to support the development of small business entities operating
on digital platforms. The study systematizes the theory of two-sided markets, digital ecosystems, network
effects, shared transactional infrastructure, boundary resources, reputation mechanisms, and platform
governance. A conceptual model describing the transformation of platform opportunities into firmlevel
capabilities was developed. The practical applicability of the model was assessed in the context
of Uzbekistan’s e-commerce environment, legal framework, and ongoing digitalization processes. The
findings indicate that participation in digital platforms contributes to broader market access, lower fixed
costs, stronger data-driven management, and enhanced capacity for the sustainable development of small
businesses. The proposed framework also highlights the importance of effectively utilizing shared digital
infrastructure and platform-based services.
Keywords
platform economy, small business, digital platform, network effects, e-commerce, digital ecosystem, reputation, platform governanceReferences
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