![]() ![]() ![]() Subsequently, the variables are examined using several methods for data analysis to interpret the meanings of the extracted features and underlying customers’ purchasing behavior in the group of potential churners. The proposed method is validated using real purchase data from a platform business and shows a 1.5% improvement in F-measure against the baseline, and a 20% improvement for customers with recent transactions. This study proposes a method of extracting latent features from purchase histories as explanatory variables for churn prediction using a variational autoencoder with the actual customer distribution as a prior. Past approaches to churn prediction can be improved upon using recent advancements in deep learning that capture the nonlinear relationships behind the data in a data-driven manner, especially for complex business models. However, modeling churn prediction for these businesses is challenging because consumer behavior over platforms is more complicated. While churn prediction has been studied widely, current research must analyze more complex business models in response to their increase, such as platform businesses. Therefore, identifying potential churners and then retaining them is important. Although acquiring new customers can address such losses, this process tends to cost more than retaining existing customers. Journal of International Business Studies (2022).Ĭustomer churn is considered a critical issue for all businesses, as customer loss leads to a decrease in future profits. We conclude that internalization theory, as an overarching paradigm in IB, remains adaptable to new organizational forms in the digital economy. Our theoretical analysis yields new insights beyond the received view of internationalization that builds on the assumption of internalized proprietary resources. Using social platforms as an example, we propose that improvement in a host country's intellectual property protection will increase the multinational platform's (MNP) level of internalization, and that the platform firm's governance capabilities may weaken the effect of institutions on its operation mode. Our core contribution lies in a reconceptualization of platforms as a hybrid organizational form enabling the exchange of property rights between platform owners and complementors. In moving this debate forward, we draw on insights from hybrids research and property rights theory to complement the internalization school. The growing platform economy has revived the debate on the applicability of internalization theory in contemporary contexts.
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