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11	Exploratory study of market entry strategies for digital payment platforms Marcinkowska, Anna January 2018 (has links) The digital payment industry has become one of the fastest evolving markets in the world, but in the wake of its rapid advancement, an ever increasing gap between academic theory and the actual reality of this market widens - and especially so when it comes to entry theory. It is widely acknowledged that the world is moving towards an ever more homogeneous economy, but despite the fact that payment preferences differ greatly from country to country - research on this subject continues to revolve mainly around localized efforts. But as historical inequalities between poor and rich societies continue to dissipate - learning from nations at the forefront of technological advancement increases the likelihood that the developed strategy becomes applicable to an increased number of countries. By selecting a nation most conducive to technological growth, the purpose of this report is to map the present dynamics in its digital payment industry using both recent and traditional market entry theory. However, studies geared towards globalized strategy formulation cannot be assumed as having guaranteed access to internal company-data at all times. So in order to facilitate such studies, the level of dependency on primary data required for conducting such research needs to be understood first, which is why the work in this report is constrained strictly to data of secondary nature. This, not only to further map the characteristics of this market, but also to see how open the market is to public inspection. Ultimately, the academic contribution becomes that of providing a road-map towards adapting currently available market entry theory to suit the rapidly evolving conditions of the digital payment industry from a global perspective and, when failing to do so, the aim is to also explore avenues for further research towards this end goal. Market entry strategy digital payment platform platform network effects first mover late entrant early follower klarna swish paypal seqr wywallet homing costs switching costs internationalization bankid bank-id cashless society timing of entry one-sided two-sided multi-sided NFX cross-side cross side same-side same side subsidy-side subsidy side money-side money side secondary data analysis degrees of navigation navigational degrees content cognitive load application mobile payment mobile wallet Business Administration Företagsekonomi Other Natural Sciences Annan naturvetenskap Övrig annan teknik

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Exploratory study of market entry strategies for digital payment platforms