From Local Beginnings to Global Reach: The Importance of Micromarket Strategies for Platform Startups – An Empirical Study.

The business landscape is witnessing a transformative shift with the widespread adoption of digital platforms, which facilitate consumer access and real-time adaptation of services across global markets. These platforms transcend geographical boundaries, offering a diverse array of products and services in various industries. For instance, platforms like Uber and Upwork connect users with service providers in transportation and freelancing, respectively. Despite the overarching trend towards digitalization and globalization, our research emphasizes the importance of local and regional networks for the growth of platform startups, particularly in their early stages.