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The purpose of this paper is to assess the role of platforms in diffusing data value across multiple stakeholders.

Seminal theoretical and managerial work has been critically examined in order to justify the need for improving/extending the contemporary understanding of the data value creation process.

The results suggest that existing frameworks and conceptualizations of reciprocal data value provide incomplete understanding of the role of platforms in data value diffusion.

This paper provides service researchers with a better understanding of the role of platforms in data value diffusion. Future research can develop and validate new frameworks that reflect the proposed extended/improved view of data value creation.

Service and hospitality managers will be able to more effectively manage the role of platforms in …