Two-sided platforms are becoming increasingly important with the effect of the digitalization and growing impact of the internet worldwide. Two of the most well-known companies: Airbnb and Uber, are the disruptive examples from different sectors which have the two-sided platforms that connect two (or more) groups of users. The aim of this thesis is to deep dive into the innovation strategies previously defined in literature and try to find new strategies to find out the evolution of the companies accepted as two-sided platforms from basic to more complex and try to guide the platforms to help them to find new opportunities into their growth path. It is also aimed to consider the role of big data, the effects of it into the strategies emerged in the literature and to consider them according to the innovation perspective. Hence, 100 cases are analyzed. In the end, the basic structure of each case which is based on previous model in the literature including the marketplace participants, platform type, transaction content, transaction type, key activities, the foundation date and year are examined and four strategies which were previously defined in the literature (Enhance advertising, Data Driven Value Added Services, Data Trading and Supply Side Expansion) and two more strategies (Advertising Type 1 and Advertising Type 2) emerged during the analysis are analyzed. The importance and the distribution of the strategies among the companies and characteristics of these companies are presented by considering the conceptual framework which were previously defined in the literature. Contributions both from a theoretical and managerial perspective are discussed, together with the limitations and opportunities for further researches.
“Two-sided Markets” stanno diventando sempre più importanti con l'effetto della digitalizzazione e l'impatto crescente di Internet in tutto il mondo. Due delle aziende più famose: Airbnb e Uber, sono gli esempi dirompenti di diversi settori che hanno piattaforme bifacciali che collegano due (o più) gruppi di utenti. Lo scopo di questa tesi è approfondire le strategie di innovazione precedentemente definite in letteratura e cercare di trovare nuove strategie per scoprire l'evoluzione delle aziende accettate come piattaforme a due facce da quelle di base a quelle più complesse e provare a guidare le piattaforme per aiutare per trovare nuove opportunità nel loro percorso di crescita. Ha anche lo scopo di considerare il ruolo dei big data, gli effetti di questi nelle strategie emerse in letteratura e considerarle in base alla prospettiva dell'innovazione. Quindi, 100 casi, vengono analizzati. Alla fine, vengono esaminate la struttura di base di ciascun caso che si basa sul modello precedente in letteratura, inclusi i partecipanti al mercato, il tipo di piattaforma, il tipo di transazione, le attività chiave, la data di fondazione e l'anno e quattro strategie precedentemente definite in letteratura (Enhance advertising, Data Driven Value Added Services, Data Trading e Supply Side Expansion) e altre due strategie (Advertising Type 1 e Advertising Type 2) emerse durante l'analisi sono analizzate. L'importanza e la distribuzione delle strategie tra le aziende e le caratteristiche di queste aziende sono presentate considerando la struttura concettuale che era stata precedentemente definita in letteratura. Vengono discussi contributi sia da un punto di vista teorico che gestionale, insieme con i limiti e le opportunità per ulteriori ricerche.
The evolution from two to multi-sided markets
ÜSTÜN, ESIN
2017/2018
Abstract
Two-sided platforms are becoming increasingly important with the effect of the digitalization and growing impact of the internet worldwide. Two of the most well-known companies: Airbnb and Uber, are the disruptive examples from different sectors which have the two-sided platforms that connect two (or more) groups of users. The aim of this thesis is to deep dive into the innovation strategies previously defined in literature and try to find new strategies to find out the evolution of the companies accepted as two-sided platforms from basic to more complex and try to guide the platforms to help them to find new opportunities into their growth path. It is also aimed to consider the role of big data, the effects of it into the strategies emerged in the literature and to consider them according to the innovation perspective. Hence, 100 cases are analyzed. In the end, the basic structure of each case which is based on previous model in the literature including the marketplace participants, platform type, transaction content, transaction type, key activities, the foundation date and year are examined and four strategies which were previously defined in the literature (Enhance advertising, Data Driven Value Added Services, Data Trading and Supply Side Expansion) and two more strategies (Advertising Type 1 and Advertising Type 2) emerged during the analysis are analyzed. The importance and the distribution of the strategies among the companies and characteristics of these companies are presented by considering the conceptual framework which were previously defined in the literature. Contributions both from a theoretical and managerial perspective are discussed, together with the limitations and opportunities for further researches.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/142508