Intra-platform competition: the role of innovative and refinement evolution in app success

Abstract This study distinguishes between two types of app evolution based on its content: innovative evolution and refinement evolution. Drawing on product innovation and app evolution literature, we reveal the antecedents of those two types of evolution and their impacts on app success. The model was tested using a matched survey and objective data collected from 218 apps on Google Play. The results indicate that online customer monitoring routine is positively associated with both innovative evolution and refinement evolution. Furthermore, while refinement evolution is positively associated with app market performance, innovative evolution exerts its influence on app performance through refinement evolution.