Destabilizing digital business strategy through competing-complementarity of social media

Shailesh Palekar, Darshana Sedera

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1 Citation (Scopus)


This study presents the unique dichotomous role of social media, which we conceptualise as its competing-complementarity. Using the competing-complementarity phenomenon as a guiding lens, we explore the fusion of social media and business functions as core elements of a digital business strategy of a firm. The phenomenon shows a dual impact. Complementarity explains how digital technologies and business functions are synchronised and form the digital business strategy while competing shows how the digital business strategy is susceptible to destabilization. In the process, we describe 8 unique characteristics of a complementing social media and 4 characteristics of a competing social media, through which we derive two key triggers of competing-complementarity (1) key external trends, and (2) key organisational transferals. The conceptual idea of competingcomplementarity driving digital business strategy as well as its destabilization is illustrated through the technology S-Curve, which also shows the evolutionary nature of digital business strategies driven by digital technologies. This represents a strong theoretical view of technological progression in a firm. When key organizational shifts and external trends impact social media, it reflects both, positive and negative outcomes.

Original languageEnglish
Title of host publicationPACIS 2015 Proceedings
EditorsAtreyi Kankanhalli, Andrew Burton Jones, Thompson Teo
Place of PublicationAtlanta GA USA
PublisherAssociation for Information Systems
Number of pages17
Publication statusPublished - 2015
Externally publishedYes
EventPacific Asia Conference on Information Systems 2015 - Singapore, Singapore
Duration: 5 Jul 20159 Jul 2015
Conference number: 19th (Proceedings)


ConferencePacific Asia Conference on Information Systems 2015
Abbreviated titlePACIS 2015
Internet address


  • Competing-complementarity
  • Digital business strategy
  • S-Curve
  • Social media

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