Imitate the Best or Imitate the Most? Complementors’ Product Development Strategies Impacted by Platform Features

The landscape of economic activities is rapidly shifting toward platform-based ecosystems, captivating a myriad of new complementors. The application of digital technology has made it easier and more common for complementors to implement imitation strategies when developing products in platform-based ecosystems. However, the environmental uncertainty in platform-based ecosystem introduces unpredictability in the effectiveness of imitation unpredictable. This article unravels the impact on complement performance of two distinct imitation strategies, outcome-based imitation (OBI) and frequency-based imitation (FBI). Furthermore, we explore how structural complexity and temporal dynamism of platform-based ecosystems moderate the relationship between imitation strategies and complement performance. Our findings reveal the positive influence of both OBI and FBI on the complement performance. Additionally, platform complexity strengthens the positive effect of OBI while attenuating the positive effect of FBI on performance. Moreover, platform transition reinforces the positive effects of FBI on performance. This article enriches the study of platform complementors’ strategic behaviors by investigating imitation strategies, challenges the assumption that imitation behavior is homogeneous, and addressing the “black box” of environmental uncertainty in imitation research. This article provides crucial implications for newcomers aiming to implement effective imitation strategies in thriving platform-based ecosystems.