Navigating uncertainty in a nascent ecosystem: How shifting cognitive frames influence an incumbent firm's platform scope strategies

We examine how an incumbent firm navigates internal and external uncertainties when entering a nascent platform ecosystem. Drawing on a longitudinal study of a large telecommunication firm's transition into an evolving IoT ecosystem, we advance a cognitive perspective on platform strategy. We explain how managers' cognitive frames shape platform scope decisions based on shifting assumptions and interpretations of ecosystem dynamics and internal capabilities. Our process model shows how deviations between expected and actual developments trigger changes in managers' attitudes toward uncertainty, thereby shifting their cognitive frames and prompting them to modify platform scope strategies, leading to oscillation between shaping and adapting strategic postures. Our theorization sheds light on the cognitive foundations of platform strategy and the dynamics of incumbent platform transitions in a nascent ecosystem.