Reallocating Uncertainty in Incumbent Firms through Digital Platforms: The Case of Google’s Automotive Ecosystem Involvement

This research examines how incumbent firms decide on the degree of involvement of technology players in their digital strategies, by integrating insights from digital innovation and digital platform research. We conducted an embedded case study on the adoption of Google’s Android Automotive OS and Google Automotive Services by the automotive industry, using semi-structured interviews with industry experts and senior decision-makers. We build on affordance-actualization theory to develop a grounded model of uncertainty reallocation consisting of five aggregate dimensions: (1) external digital platform by tech firm, (2) incumbent firm and its goals, (3) uncertainty tradeoffs and affordance of reallocation, (4) strategic actions by incumbent firm, and (5) short- and long-term outcomes. Our results provide valuable insights into the selection of non- binary platform strategies and the effects of various levels of technology firm involvement. This addition to the knowledge base of the information systems discipline provides practical guidance for incumbent firms navigating digital transformation.