Google. Facebook. Amazon.
These so-called platform firms are big companies that are a huge part of our everyday lives.
But are they just like the major companies of the past? Or do they represent a new kind of business altogether?
A recent article in Politics & Society says that they are indeed a different kind of company. And whereas most studies attribute the differences to developments in markets and technology, the article in Politics & Society emphasizes instead political reasons.
The article is by K. Sabeel Rahman, associate professor of law at the Brooklyn Law School, and Kathleen Thelen, Ford Professor of Political Science at MIT.
Professor Rahman and Thelen begin by tracing the changing nature of large companies in the United States.
After World War II, the dominant model was the so-called Fordist model, as in the Ford Motor Company. Companies like Ford employed huge numbers of people. They offered benefits and permanent contracts to their employees. Fordist companies were interested in stable, long-term growth. And all stakeholders—ownership, management, labor—were seen as equal partners in a common endeavor.
Beginning in the 1980s, the Fordist model broke down with the rise in globalization. Unlike the old Fordist companies, the new breed of company relied not on employees but on a vast network of outsourced labor. Rather than stable, long-term growth, its main concerns were its daily stock price and its quarterly profits.
Today, platform firms like Google and Amazon represent yet another kind of model. Professors Rahman and Thelen say that this model differs in three ways.
First, investors are in it for the long haul. Second, the goal is not stable, long-term growth or quarterly targets but market dominance. And third, platform firms enjoy a direct link to their users that companies of the past never did. How many times have you visited Amazon or Google or Facebook today?
This brings us to the distinguishing feature of the article: its emphasis on the political factors behind the rise of this new kind of firm. Professor Rahman and Thelen identify three.
The first is the regulatory environment or rather the lack thereof. When platform firms burst onto the scene, the existing business regulations were holdovers from a very different kind of economy, one dominated by manufacturing. Those regulations were totally unsuited to the regulatory needs that arose in the wake of the new firms.
The second reason why platform firms have become so big concerns antitrust law. Antitrust law in the United States is today largely interpreted in terms of consumer welfare. What matters is not the size of a firm but its affect on prices. If a merger will result in lower prices for consumers, then, hey, it must be a good thing, right?
That brings us to the third and final reason behind the growth of platform firms, and that is the astronomical growth of the financial sector. There’s simply a lot of investment capital available, and a lot of that capital has been poured into platform firms.
Where, then, does this leave us?
It certainly leaves workers in a precarious position. In the 1980s and 1990s such companies as Kodak and Nike became well known for outsourcing their labor, replacing relatively expensive US workers with cheap workers overseas. The platform firms have only continued that trend by relying on a large pool of independent contractors who have no job security and receive no benefits. Professors Rahman and Thelen end their article by suggesting reforms that would strengthen the position of workers, including making it easier for workers to organize, promoting consumer-producer coalitions, and reinterpreting antitrust laws to focus on size and not just consumer prices.