Abstract
Recently considerable literature has grown around platform firms as innovative disruptors. How incumbents react to these firms’ entrance plays a key role in the literature. Although the vast majority of studies focus on the market strategies of incumbents, it has been very well-known from the non-market literature that, incumbent firms' non-market strategies may also be vital for newcomers. Thus, this study aims to investigate host country incumbent firms' non-market strategies against platform firms and, these strategies' effect on their entrance process. The representative cases are chosen from different industries to examine the non-market strategies' effect deeply by considering the political importance of the industries for political actors. Applying a comparative case study, the UBER and NETFLIX’s entrance processes in Turkey will be investigated.