Background: In the advent of multi-sided platforms defying traditional business models, sustaining long-term scale and success of platforms remains a great challenge to date. At the same time, customer engagement prevails as a superior factor enhancing customer loyalty in the current relationship marketing theory. Hence, utilizing customer engagement as a social tool to attract and sustain users could pose an appropriate answer for the struggles of platform businesses. Purpose: The purpose of this study is to validate context-specific relationships of customer engagement within a nomological network for multi-sided platform settings. By doing so, we particularly want to investigate context- specific antecedents in MSP settings leading to customer engagement and subsequently test its potential outcome of the continued use of the platform. Approach: By employing the pioneering example of Korea’s ubiquitous multi-sided platform KakaoTalk, we constructed a context-specific nomological network around customer engagement based on the platform’s perceived functionalities and characteristics. Applying structural equation modeling, we investigated our theorized path relationships between the major constructs of our research model. Findings: Our results suggested that the theorized context-specific nomological network around customer engagement can be validated in multi-sided platform settings. Hereby, customer engagement functioned as a strong predictor of user loyalty without being influenced by other relational constructs represented by relationship commitments. Additionally, a platform’s utility and especially its social experience embodied substantial factors that initially lead to customer engagement in the first place. Conclusion: Implications for this study contribute to both practitioners and scholars. While platform managers are guided with practical ideas to exploit customer engagement, the general literature of customer engagement is supported with a contextual study validating the applicability of the nomological network around customer engagement in the setting of multi- sided platforms.

Business model design and innovation has been identified as a powerful tool for creating competitive advantage, yet empirical studies which identify the mechanisms for creating this competitive advantage are largely absent in the literature. Coupled with this, innovative multi-sided platform firms that depend on the resources of partners have grown to be some of the most valuable firms in the world, disrupting entire industries in the process. However, there is a dearth of empirical studies on business model design strategies that confer competitive advantage on multi-sided platforms. This study explores the business model design and innovation strategies used by owner-managers of multi-sided platforms to create competitive advantage. Data was collected through 13 in-depth, semi-structured interviews with the owner-managers of South African multi-sided platforms. This study found that partners and customers play an important role in co-creating value and influencing the design of multi-sided platforms. In order to create competitive advantage with their business models, the owner-managers in the study used four broad, non-exclusive business model design and innovation strategies. These comprised: design differentiation strategies, value creating innovation strategies, building network effects and locking in customers and partners through relationship management strategies. This study contributes to the literature by identifying business model design strategies that are utilised to create competitive advantage. The study also highlighted the importance of “ecosystemic” thinking in creating multi-sided platforms. A framework is presented that can aid managers in creating multi-sided platform business models that confer competitive advantage. / Mini Dissertation (MBA)--University of Pretoria, 2017. / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

The growth of the gig economy has resulted in an increased interest in the relatively new phenomenon of multi-sided digital platforms. Previous research has naturally been focused on one of the key actors on these platforms, namely the gig workers, and how the gig economy has affected the labor market. However, multi-sided platforms entails complex dynamics and relationships between several actors, and the purpose of this study is to investigate what drives a business actor to join a multi-sided platform, what conditions it entails, as well as how it affects their business. To fulfill the purpose, a qualitative research design was conducted, in which semi-structured interviews with seven business actor representatives were included. Through theoretical perspectives on outsourcing, network externalities, and relationship management, this study is able to suggest that to handle the complexity, multi-sided platforms entail a certain degree of standardization that leads to increased transparency in the food delivery industry. In order to access the positive network effects that come from joining the platform, the business actors must adapt to the standardized conditions. Furthermore, they can differentiate to adapt or accept a change towards becoming commodity producers. The study indicates that there is a discrepancy between reality and theory on who outsources to whom when it comes to understanding a multi-sided platform in the gig economy.

The societal problem regarding the housing shortage has made the housing market inaccessible. With the reduced number of rental apartments and longer housing queues, people face more challenges finding a suitable home. Swapping intermediaries have emerged over the years to facilitate the search process to swap apartments. However, tenants are still struggling to find apartments to swap with. Limited research has been conducted about tenants' experiences and perspectives regarding the swapping process. Through an exploratory approach, this study examines what problems tenants encounter during the swapping process. The research findings indicate several opportunity areas for improving and streamlining the swapping process. The made recommendations were regarding the search process, listing information, and apartment viewings. Further, to create an efficient market, the platform needs to consider thickness, overcome congestion, and make participation safe and simple. / Det samhälleliga problemet gällande bostadsbristen har medfört en oåtkomlig bostadsmarknad. Med minskade antalet hyresrätter samt längre bostadsköer står människor inför större utmaningar att hitta ett passande boende. För att underlätta bytesprocessen av hyresrätter har antalet bytesplattformar ökat under åren. Dock kämpar fortfarande många hyresgäster med att hitta en lägenhet att byta med. Begränsat antal studier har genomförts på hyresgäster gällande deras upplevelser samt perspektiv på själva bytesprocessen. Genom användande av en undersökande metod, undersökte denna studie vilka problem hyresgästerna stöter på under bytesprocessen av hyresrätter. Forskningsresultatet indikerade att flera möjligheter finns för att förbättra och effektivisera bytesprocessen. De rekommendationer som gjordes inkluderade sökprocessen, annonssidan, samt lägenhetsvisningar. Vidare, för att skapa en effektiv bytesmarknad, måste plattformen beakta tjocklek, övervinna trängsel, samt göra användandet säkert och enkelt.

The available literature presents a multitude of ways in which value creation can take place, and a near uncountable number of ways in which value creation can take place in digital contexts. However, little has been written in the way of value co-creation, or even value creation in general, in relation to the metaverse. This explorative study makes use of an abductive approach and will strive to identify how a game developer creates value for its customers in a metaverse context. Six qualitative interviews were conducted to collect data from a game developer within this new industry. The overarching process of collecting data is based on value co-creation theory and network theory. The study’s findings illustrate the involved and required factors when game developers co-create with customers, and shed light on the necessary amalgamation of different actors involved in the process. The conclusion can be summarised as follows: a game developer creates value for its customers through direct and indirect value adding activities. The first conclusion regarding direct value adding activities includes value co-creation, and is the basis of an improved conceptualised model based on previous theoretical literature, which can be used in future research.

Os estudos de Governança de Cadeias Globais de Valor (CGVs) analisaram um grande espectro indústrias nos últimos 20 anos, mas a pesquisa de CGV em indústrias de bens de informação ainda é limitado. Cartões de crédito, sistemas operacionais, jogos digitais e aplicativos móveis são exemplos de indústrias que possuem provedores de plataforma, que mediam as interações entre fornecedores e consumidores. Nos últimos anos, o desenvolvimento de plataformas digitais em indústrias tradicionais possibilitou movimentos disruptivos conhecidos como uberização.Os relacionamentos em plataformas são desenhados para serem multilaterais e possuírem efeitos de rede para atrair um maior volume de participantes, o que muda a natureza da coordenação em relação às cadeias tradicionais baseadas em relacionamentos bilaterais sucessivos. Do ponto de vista normativo, as plataformas são baseadas convenção de projetos, típica do \"novo espírito do capitalismo\", cuja lógica de justificação ainda não incorporada no referencial de governança de CGVs. Este trabalho propõe governança por plataforma como um novo tipo de governança, conciliando as abordagens de coordenação e de normatização. A indústria de jogos digitais foi escolhida por ter simultaneamente características de plataforma tecnológica e de distribuição, enfatizadas respectivamente na literatura sobre plataformas industriais e multilaterais. Métodos mistos foram utilizados para a pesquisa em três países (Coreia do Sul, Finlândia e Brasil): questionários aplicados a 235 desenvolvedores de jogos digitais, 73 entrevistas com desenvolvedores, publishers e gestores públicos, e 6 entrevistas com representantes de plataformas, além de pesquisa documental sobre a indústria global. A análise confirmou a importância dos efeitos de rede e que a governança por plataformas possui simultaneamente características de governança presentes em tipos já estabelecidos na literatura e também características distintivas, tanto nos aspectos de coordenação como nos aspectos normativos. Confirmou ainda a aderência da convenção de projetos para compreender este tipo de governança. / Global Value Chain (GVC) Governance studies analyzed a great spectrum of industries last 20 years, but GVC research on information goods industries and the impact of the internet on GVC coordination and normalization is limited.Credit Cards, Operational Systems, Digital Games and Mobile Applications are some classic examples of industries that have platform providers, which mediate suppliers and consumers\' interactions. In recent years, the development of digital platforms in traditional industries possible disruptive movements, known as uberization. Relationships platforms are designed to be multilateral and have network effects to attract a greater volume of participants, which changes the nature of coordination in relation to traditional chains based in successive bilateral relationships. From a normative point of view, the platforms are based on the project convention, typical of the \"new spirit of capitalism\", which justification logic not yet incorporated into the GVCs governance framework. This work proposes governance through platform as a new type of governance and combining the approaches of coordination and standardization. The digital games industry was chosen because both have technology platform characteristics and distribution, respectively emphasized in the literature on industrial and multilateral platforms. Mixed methods were used for research in three countries (South Korea, Finland and Brazil): questionnaires given to 235 developers of digital games, 73 interviews with developers, publishers and public managers, and 6 interviews with representatives of platforms and research documentary on the global industry. The analysis confirmed the importance of network effects and that the governance platform has simultaneously governance characteristics present in types already established in the literature and distinctive characteristicsin both the coordination aspects as the normative aspects. It also confirmed the adherence to the project convention to understand this type of governance.

行動上網時代來臨，隨著連網技術成熟與裝置快速普及，微型應用程式（application，簡稱app）的應用應運而生，線上軟體平台產業快速成形，集廣大外部開發者之力共同創造價值與利潤。 激烈的平台競爭與初步的產業發展成果突顯出，面向多方參與者的平台對外部開發者守門的重要性，平台經營者如何在敞開大門的同時又能取得好的創意，背後應該有可供解釋的理由與作為。因此，本研究結合過去研究未有交集的多邊平台與守門理論兩觀點，期盼藉由研究成果回答三點研究問題：（1）線上軟體平台如何對外部開發者進行守門？（2）線上軟體平台之守門機制隨平台發展歷程有何變化？（3）線上軟體平台之守門機制對平台之經營績效有何影響？ 本研究所得到的初步結論：（1）線上軟體平台在開放與透過一系列「規範中有服務」的措施組成對外部開發者的守門機制，分為「價值獲取型」守門機制與「價值創造型」守門機制兩類。（2）線上軟體平台守門機制在「導入期」與「成長期」是處於「開放中有封閉，封閉中有開放」的狀態，價值獲取型守門機制從導入期至成長期是封閉趨向開放，價值創造型守門機制從導入期至成長期是開放趨向封閉。（3）線上軟體平台非獲利中心，而是生態系統的一控制點。 / Internet infrastructure and technology have advanced, we have now entered the Mobile Internet Device era. Online marketplaces form and applications sprout, stimulating an ecosystem worthy enough for external developers to dive in, grabbing the value in this co-creating process. However, managing the online marketplace is difficult. Developing a place to encourage participation for external developers as well as to gate keeping the platform quality is not an easy task. Up to this day, we can observe different online marketplaces develop different approaches. This research combines the prospective from multi-sided platforms theory and gatekeeping theory in view to answer three questions: (1) What is the gatekeeping strategy for online marketplaces? (2) As online marketplaces develop, how does the gatekeeping process change? (3) What influence does gatekeeping strategy has on online marketplaces performance? This study has found: (1) Two different strategies multi-sided platforms use for gatekeeping forming regulation and services for external developers are “Value Proposition” and “Value Creation”. (2) From the “early stage” to the “developing stage” of multi-sided platforms, this research discovers two different movements on gatekeeping: “From Opened to Restricting” and “From Restricting to Opened”. “Value Proposition” strategy leans toward “From Restricting to Opened” state, while “Value Creation” strategy leans toward “From Opened to Restricting” state.(3) Multi-sided platform is not a place to generate interests, but a place to manage the ecosystem.

Os estudos de Governança de Cadeias Globais de Valor (CGVs) analisaram um grande espectro indústrias nos últimos 20 anos, mas a pesquisa de CGV em indústrias de bens de informação ainda é limitado. Cartões de crédito, sistemas operacionais, jogos digitais e aplicativos móveis são exemplos de indústrias que possuem provedores de plataforma, que mediam as interações entre fornecedores e consumidores. Nos últimos anos, o desenvolvimento de plataformas digitais em indústrias tradicionais possibilitou movimentos disruptivos conhecidos como uberização.Os relacionamentos em plataformas são desenhados para serem multilaterais e possuírem efeitos de rede para atrair um maior volume de participantes, o que muda a natureza da coordenação em relação às cadeias tradicionais baseadas em relacionamentos bilaterais sucessivos. Do ponto de vista normativo, as plataformas são baseadas convenção de projetos, típica do \"novo espírito do capitalismo\", cuja lógica de justificação ainda não incorporada no referencial de governança de CGVs. Este trabalho propõe governança por plataforma como um novo tipo de governança, conciliando as abordagens de coordenação e de normatização. A indústria de jogos digitais foi escolhida por ter simultaneamente características de plataforma tecnológica e de distribuição, enfatizadas respectivamente na literatura sobre plataformas industriais e multilaterais. Métodos mistos foram utilizados para a pesquisa em três países (Coreia do Sul, Finlândia e Brasil): questionários aplicados a 235 desenvolvedores de jogos digitais, 73 entrevistas com desenvolvedores, publishers e gestores públicos, e 6 entrevistas com representantes de plataformas, além de pesquisa documental sobre a indústria global. A análise confirmou a importância dos efeitos de rede e que a governança por plataformas possui simultaneamente características de governança presentes em tipos já estabelecidos na literatura e também características distintivas, tanto nos aspectos de coordenação como nos aspectos normativos. Confirmou ainda a aderência da convenção de projetos para compreender este tipo de governança. / Global Value Chain (GVC) Governance studies analyzed a great spectrum of industries last 20 years, but GVC research on information goods industries and the impact of the internet on GVC coordination and normalization is limited.Credit Cards, Operational Systems, Digital Games and Mobile Applications are some classic examples of industries that have platform providers, which mediate suppliers and consumers\' interactions. In recent years, the development of digital platforms in traditional industries possible disruptive movements, known as uberization. Relationships platforms are designed to be multilateral and have network effects to attract a greater volume of participants, which changes the nature of coordination in relation to traditional chains based in successive bilateral relationships. From a normative point of view, the platforms are based on the project convention, typical of the \"new spirit of capitalism\", which justification logic not yet incorporated into the GVCs governance framework. This work proposes governance through platform as a new type of governance and combining the approaches of coordination and standardization. The digital games industry was chosen because both have technology platform characteristics and distribution, respectively emphasized in the literature on industrial and multilateral platforms. Mixed methods were used for research in three countries (South Korea, Finland and Brazil): questionnaires given to 235 developers of digital games, 73 interviews with developers, publishers and public managers, and 6 interviews with representatives of platforms and research documentary on the global industry. The analysis confirmed the importance of network effects and that the governance platform has simultaneously governance characteristics present in types already established in the literature and distinctive characteristicsin both the coordination aspects as the normative aspects. It also confirmed the adherence to the project convention to understand this type of governance.

This essay explores the early experiences of Bangladeshi blue-collar service workers in digitalising their livelihoods. It is a qualitative study that surveys and interviews service-providers in Dhaka who use the business aggregator platform Sheba.xyz, an online service marketplace, and seeks to understand what brought these self-employed micro-entrepreneurs, previously outside the digital economy, to adopt an ICT-enabled solution. The study is guided by Diffusion of Innovations (DOI) theory, one of the historically dominant paradigms in the field of communication for development (C4D). The overarching research question is, “Why did blue-collar service-providers in Dhaka adopt and use a digital business aggregator platform?” The aim is to explore what motivated/discouraged and enabled/hindered innovation adoption among a group of users previously marginalised from digital and financial inclusion. The findings suggest that adoption of Sheba.xyz among service-providers was not driven so much by a desire to digitalise one’s business per se, and as a means of mitigating a previous inability to do so. Rather, the factors that emerge from the qualitative data are other perceived relative advantages of the solution – of increase in customers, income, and opportunity. Survey respondents and interviewees also displayed strong affiliation with, and trust in, the platform provider; an alertness for fair treatment; and a drive to prosper, suggesting that they embraced a comprehensive concept and altered life situation where belonging, respect, and self-fulfilment matters, rather than narrowly adopted a new mobile application.

Purpose - The purpose of this research is to explore disruptive innovation and to determine whether Christensen’s latest version (2015) of the disruptive innovation theory can explain the success of multisided platforms in the music industry. Thus, we analyze three cases studies based on the theory: Napster, Spotify and Apple Music. At the end, we present our results concerning Christensen’s theory’s capability to explain the recent success stories of digital multisided platforms. Research Question - “Does the theory of disruptive innovation explain the success of Multi-sided Platforms in the music industry?” Methodology - A comparative case study with three levels of success gives us a width that we think is necessary in order to draw conclusions. Spotify is considered to be a global market leader while Apple Music is highly successful and market leader in the US. Napster, however, is not considered successful due to the legal issues it has encountered. Secondary data is used on all cases, and an in-depth literature review of the theory which supports the theoretical framework that we use to compare the cases. Findings - This research explores Christensen’s theory that is widely misinterpreted and misapplied in the recent years. Christensen’s theory is heavily built upon a technology factor that drives disruptive innovation, however, this can not explain for instance Spotify’s success, which is according to the original theory is not disruptive. We argue that business model innovation is the driver of disruption in some cases where technology is merely an enabler for business to reach disruptive effects. We would like to propose a stronger categorization of disruption types, such as “technology driven disruption” or “business model driven disruption” in order to identify disruption with different roots. / Syfte - Syftet med denna forskning är att undersöka disruptiv (omstörtande) innovation och att avgöra om Christensens senaste version (2015) av den disruptiva (omstörtande) innovationsteorin kan förklara framgången med flersidiga plattformar inom musikbranschen. Således analyserar vi tre fallstudier baserade på teorin: Napster, Spotify och Apple Music. I slutet presenterar vi våra resultat avseende Christensens teoris förmåga att förklara de senaste framgångshistorierna för digitala flersidiga plattformar. Forskningsfråga - “Förklarar teorin om disruptiv innovation framgången med flersidiga plattformar i musikbranschen?” Metodik - En jämförande fallstudie med tre nivåer av framgång ger oss den bredd som vi tycker är nödvändig för att dra slutsatser. Spotify anses vara en global marknadsledare och Apple Music är mycket framgångsrikt samt marknadsledande i USA. Napster anses emellertid inte framgångsrikt på grund av de rättsliga problem som uppstått. Sekundär data används i alla exempel, samt en djupgående litteraturöversikt av teorin som stöder den teoretiska ramverk som vi använder för att jämföra fallen. Resultat - Denna undersökning utforskar Christensens teori som är brett misstolkad och felaktig tillämpad under de senaste åren. Christensens teori bygger starkt på en teknikfaktor som driver disruptiv innovation, men detta kan inte förklara exempelvis Spotifys framgång, vilken enligt den ursprungliga teorin inte är disruptiv. Vi argumenterar för att affärsmodellinnovation driver störningar i fall där tekniken bara är en katalysator för att verksamheten når disruptiva effekter. Vi skulle vilja föreslå en starkare kategorisering av disruptionstyper, till exempel “tekniskt driven disruption” eller “affärsmodelldisruption” för att identifiera disruptioner med olika rötter.