AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
While traditional transaction platforms like Airbnb emphasize economic value creation, some emerging platforms increasingly strive to pursue both economic and social goals. Balancing these dual goals creates tensions, especially in resource-constrained contexts, requiring innovative coordination strategies. Drawing on collective action theory and platform literature, we investigate how four start-up platforms pursuing dual goals manage these tensions. Using case study data from 64 interviews and extensive secondary sources, we identify six core tensions related to mission, user inclusion, scalability, operational control, community engagement, and stakeholder communication. We demonstrate how three key coordination strategies—framing, convening, and multivocality—help alleviate these tensions. Our study develops a framework for platform coordination under goal duality and contributes to the literature on transaction platforms, platform governance, and collective action. We provide practical insights for platform founders aiming to align economic with social goals in complex environments.
Recommended Citation
Koporcic, Nikolina; Damnjanovic, Vesna; Frishammar, Johan; and Parida, Vinit, "Transactional Platforms Under Goal Duality: Managing Tensions with Coordination Strategies" (2026). AMTP Proceedings 2026. 33.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/33
Included in
Business Administration, Management, and Operations Commons, Entrepreneurial and Small Business Operations Commons
