The two-sided markets concept has been extensively studied over the years by scholars. Numerous contributions have been provided concerning the structure of this market and the mechanism that regulates it. Several industries have been used as case studies such as payment card systems and internet platforms. In recent years many scholars expanded the economic literature of two-sided markets by highlighting managerial aspects so as to properly handle such a business. Following this trend, this thesis aims at investigating how a platform provider deals with the chicken and egg paradox and, more specifically, it focuses on the process platform providers have to face in order to overcome the paradox and let the business flourish. Thinking about Uber and Airbnb, it can be observed how together they have reached an overall value of more than 100 billion in just four years and the rapidly increase in performances, turnover and company value can not conceal how, at the beginning, bringing first users onboard on the two sides represented a huge challenge for both the companies. Given the exploratory nature of the thesis the case study approach has been chosen. The first main result from data analysis is the identification of eight different tactics used to get on board users for supply and demand side. Then, it has been discovered what are the main phases that a provider has to face in order to overcome the paradox. Finally, to provide a comprehensive overview a model has been built, guiding platform providers in deciding which is the most suitable tactics to bring on board users according to three different drivers.
Il concetto dei two-sided market è stato ampiamente studiato nel corso degli anni da molti ricercatori. Numerosi contributi sono stati forniti riguardo alla struttura e ai meccanismi che regolano questo tipo di mercato. I ricercatori hanno analizzato le carte di credito, giornali e piattaforme internet come industrie di riferimento. Negli ultimi anni la letteratura sui two-sided market è stata sviluppata, evidenziato gli aspetti gestionali per fare nascere e sviluppare business di questo tipo. Questa tesi ha come obiettivo l’approfondimento e l’indagine di come un fondatore e gestore di una piattaforma two-sided affronta e superare il paradosso dell’uovo e della gallina (“chicken-and-egg paradox”), per far prosperare il proprio business. Per esempio Uber e Airbnb sono due casi di two-sided market che hanno raggiunto un valore complessivo di 100 miliardi di dollari in soli quattro anni, questo rapido aumento delle performance e del fatturato delle aziende non deve far perdere di vista la grande sfida che all’inizio è stata affrontata e superata da entrambe le piattaforme relativa al processo di acquisizione dei primi clienti e utenti. Data la natura esplorativa della ricerca è stato scelto un approccio basato sui casi di studio. Il primo risultato ottenuto è stato l’identificazione di 8 diverse tattiche utilizzate per portare a bordo gli utenti di entrambi i lati, offerta e domanda. Successivamente sono state identificate le fasi principali da affrontare, implementando le diverse tattiche, per superare il paradosso (“chicken-and-egg”). Infine vengono evidenziati tre drivers che guidano il gestore della piattaforma nel processo decisionale verso la tattica più adatta da implementare.
How to solve the chicken-egg paradox ? Evidences from digital two-sided markets
DE BERNARDI, LUCA GIANLUIGI
2016/2017
Abstract
The two-sided markets concept has been extensively studied over the years by scholars. Numerous contributions have been provided concerning the structure of this market and the mechanism that regulates it. Several industries have been used as case studies such as payment card systems and internet platforms. In recent years many scholars expanded the economic literature of two-sided markets by highlighting managerial aspects so as to properly handle such a business. Following this trend, this thesis aims at investigating how a platform provider deals with the chicken and egg paradox and, more specifically, it focuses on the process platform providers have to face in order to overcome the paradox and let the business flourish. Thinking about Uber and Airbnb, it can be observed how together they have reached an overall value of more than 100 billion in just four years and the rapidly increase in performances, turnover and company value can not conceal how, at the beginning, bringing first users onboard on the two sides represented a huge challenge for both the companies. Given the exploratory nature of the thesis the case study approach has been chosen. The first main result from data analysis is the identification of eight different tactics used to get on board users for supply and demand side. Then, it has been discovered what are the main phases that a provider has to face in order to overcome the paradox. Finally, to provide a comprehensive overview a model has been built, guiding platform providers in deciding which is the most suitable tactics to bring on board users according to three different drivers.| File | Dimensione | Formato | |
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Master thesis_LGDBV5.pdf
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https://hdl.handle.net/10589/137238