Where innovation meets inertia: Relational challenges to B2B platform adoption—An explorative multiple case study

Abstract This study explores how relational dynamics shape the development of B2B digital platforms in established markets. While platforms promise innovation, they often encounter resistance rooted in legacy relationships and inter-organizational complexity. Based on 30 semi-structured interviews across five early-stage platform initiatives within a leading European industrial group, we identify nine relationship-induced challenges that hinder B2B platform adoption. These challenges occur at three levels: (I) the market and ecosystem level, (II) dyadic interorganizational relationships, and (III) the organizational level. Applying a relational lens, supported by socio-technical and platform leverage perspectives, we shed light on why traditional B2B environments present unique obstacles to platform adoption. Our findings offer conceptual starting points for future research on relational dynamics in platform ecosystems and provide actionable insights for managers navigating platform development in established industries.