Improving Algorithmic Visibility Through Competitive Repertoires When Entering Platforms

Platform competitors rely on visibility, increasingly controlled by algorithms, to succeed. Adopting the perspective of platform competitors, this study explores strategies for enhancing visibility upon joining a platform. Contextualizing competitive repertoire theory, we investigate the role of algorithmic engagement and the competitive repertoires configured by platform competitors. Based on 3,760 competitors from a dominant food delivery platform, we show that competitors that configure more aggressive competitive repertoires and accumulate greater levels of algorithmic engagement maximize their visibility.