Fostering digital platform innovation: From two to multi‐sided platforms
Fostering digital platform innovation: From two to multi‐sided platforms
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DOI：
10.1111/caim.12320
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发表时间：
2020-06
影响因子：
3.5
通讯作者：
D. Trabucchi;T. Buganza
中科院分区：
文献类型：
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作者：
D. Trabucchi;T. Buganza
双边市场和数字平台在现代情况下变得越来越重要。像Airbnb和Uber这样的公司正在启发不同领域的许多其他公司，这些公司的基本结构是相同的：它们匹配两个（或更多）客户群。本研究旨在探索这些公司所依赖的创新战略，以将其基本结构扩展到更复杂的模型。受到该领域以前模型的启发，并考虑到大数据在这些业务中的作用，提出了第一个概念模型。因此，本研究以100家企业为研究对象，以移动的应用程序为实证背景，探讨了企业的进化行为。最后，提出了三种策略：供应（侧）扩张，transmittance广告，数据交易。这些策略将进一步讨论，以突出创新的两个主要方向-生态系统创新和数据推动创新-这可能会合并，从而产生多方面的顿悟。本文有助于文献显示各种战略及其含义，以促进双边平台上的创新。此外，它还展示了利用它们所创造的关系的复杂生态系统中所蕴含的价值的可能方法。
Two‐sided markets and digital platforms are becoming increasingly relevant in the modern scenario. Companies like Airbnb and Uber are inspiring many other firms in different fields that share their basic structure: they match two (or more) groups of customers. This research aims at exploring the innovation strategies companies such as these rely on to expand their basic structure towards more complex models. Being inspired by previous models in the field and considering the role that big data seems to play in these businesses, a first conceptual model is presented. Therefore, 100 companies—using mobile apps as the empirical setting—are explored in this research to understand the common behaviors concerning evolution. In the end, three strategies are presented: Supply (Side) Expansion, Transactional Advertising, and Data Trading. These strategies are further discussed to highlight two main directions of innovation—ecosystem innovation and data push innovation—which may be merged giving birth to multi‐sided epiphanies. The paper contributes to the literature showing various strategies and their implication to foster innovation on two‐sided platforms. Moreover, it shows possible ways to exploit the value embedded in the complex ecosystems of the relationships they create.