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More Than Infrastructure Providers – Digital Platforms' Role and Power in Retail Digitalisation in Germany
Author(s) -
Hardaker Sina
Publication year - 2022
Publication title -
tijdschrift voor economische en sociale geografie
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.766
H-Index - 55
eISSN - 1467-9663
pISSN - 0040-747X
DOI - 10.1111/tesg.12511
Subject(s) - framing (construction) , business , digital transformation , brick and mortar , the internet , computer science , engineering , world wide web , structural engineering
Digital platforms, such as Amazon, represent the major beneficiaries of the Covid‐19 crisis. This study examines the role of digital platforms and their engagement in digitalisation initiatives targeting (small) brick‐and‐mortar retailers in Germany, thereby contributing to a better understanding of how digital platforms augment, substitute or reorganise physical retail spaces. This study applies a mixed‐method approach based on qualitative interviews, participant observation as well as media analysis. First, the study illustrates the controversial role of digital platforms by positioning themselves as supporting partners of the (offline) retailers, while simultaneously shifting power towards the platforms themselves. Second, digital platforms have established themselves not only as infrastructure providers but also as actors within these infrastructures, framing digital as well as physical retail spaces, inter alia due to their role as publicly legitimised retail advisers. Third, while institutions want to help retailers to survive, they simultaneously enhance retailers' dependency on digital platforms.