Digital ecosystems represent a fundamental shift in competitive dynamics, moving the unit of analysis from individual firms to interdependent networks organized around platform orchestrators. This review synthesizes contemporary research on how competitive strategy evolves in platform-centered markets, examining the transition from firm-centric to ecosystem-centric competition. We analyze how platform structures create new forms of interdependence, governance mechanisms, and power asymmetries that fundamentally reshape strategic positioning. The review identifies three core themes: ecosystem structure and platform-centered competition, governance and strategic asymmetry, and value dynamics between creation and capture. Our analysis reveals that competitive advantage in digital ecosystems increasingly derives from relational positioning, complementor management, and the ability to navigate tensions between openness and control. We identify critical gaps in the literature, particularly regarding complementor agency, dynamic governance evolution, and the strategic implications of generative AI platforms. The review concludes by proposing an integrated framework for understanding ecosystem competition and outlining priorities for future strategic management research.
Institute for Management, Business, and Accounting Studies