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.

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Diese Dissertation stellt ein strukturelles ökonometrisches Modell der Nachfrage mit direkten Netzwerkeffekten vor. Der strukturelle Ansatz ermöglicht es, den Umfang von Netzwerkeffekten and Netwerkkompatibilität zu identifizieren. Nach unserem Wissen ist es das erste Modell, das diese Identifikation im Falle von direkten Netzwerkeffekten ermöglicht. Gleichzeitig ist es der erste Versuch, den Umfang von Netzwerkkompatibilität mit ökonometrischen Methoden zu bestimmen. Das Modell wird dann angewandt, um die Nachfrage von Mobilfunkdienstleistungen, als auch den Zusammenhang zwischen ISO 9000 Normierung und internationalem Handel zu untersuchen. Die Schätzungsergebnisse führen zu interessanten wirtschaftspolitischen Folgerungen. / This thesis introduces a structural econometric model of demand exhibiting direct network effects. The structural approach we follow allows us to identify the extent of network effects and compatibility between competing networks. To the best of our knowledge, this is the first model that facilitates the identification in the case of direct network effects. At the same time, it is the first attempt to assess the degree of compatibility in an econometric framework. The model is then applied to investigate demand for mobile telecommunications service and the link between adoptions of ISO 9000 standard and international trade. The estimation results allow us to formulate some interesting policy conclusions.

Diese Dissertation besteht aus drei Aufsätzen, in denen verschiedene Aspekte von zweiseitigen Märkten untersucht werden. Dabei handelt es sich um Märkte mit zwei verschiedenen Nutzergruppen, von denen jede Netzwerkeffekte auf die jeweils andere Seite ausübt. Im ersten Aufsatz werden die Wechselwirkungen zwischen den traditionellen (offline) Nachfragekanälen und den neuen (online) Nachfragekanälen in der deutschen Zeitschriftenindustrie analysiert. Dabei liegt der Fokus insbesondere auf den Effekten zwischen Offlinewerbung und Onlinewerbung. Das Ergebnis der Schätzung eines dafür entwickelten ökonomischen Modells ist, dass Offline- und Onlinewerbung moderate Substitute füreinander sind. Dies erklärt die Verlagerung von Offline- zu Onlinewerbung, die man in den vergangen Jahren beobachten konnte. Im zweiten Aufsatz wird ein semistruktureller Ansatz zur Messung von Netzwerk-Effekten auf potentiell zweiseitigen Monopol-Plattformen entwickelt. Der Test ist hinreichend, wenn lediglich Daten zum Gesamtumsatz der Plattform zur Verfügung stehen. Sind getrennte Umsatzdaten für die beiden Seiten verfügbar, dann ist der Test sowohl notwendig als auch hinreichend. Der dritte Aufsatz untersucht Mechanismen und Anreize, die die Koordination von Angebot und Nachfrage auf Kreditmärkten ermöglichen, in denen es keine Finanzintermediäre mit eigener finanzieller Beteiligung an den vergebenen Darlehen gibt. Dazu wird der Online-Direktkreditmarkt analysiert, in welchem an die Stelle von klassischen Finanzintermediären ein System von Gruppen tritt. Anhand eines Differenz-in-Differenzen-Ansatzes wird gezeigt, dass Entgelte für die Leiter dieser Gruppen zu adversen Anreizen führen können. Nach Abschaffung der Entgelte differenzieren die Leiter der Gruppen deutlich stärker bei der Auswahl derjenigen Kreditgesuche, die sie als investitionswürdig empfehlen. Gleiches ist zu beobachten, wenn die Leiter der Gruppen selbst zu einem großen Teil an den entsprechenden Darlehen beteiligt sind. / This dissertation investigates various aspects of two-sided markets - markets with at least two distinct user groups each of which exerts inter-group network effects on the other side - in the online world. In the first paper, I examine the interactions between the traditional (offline) demand channels and the new (online) demand channels in the German magazines industry, focusing in particular on the link between offline and online advertising. I find that offline and online advertising are substitutes although not perfect ones. This explains the shift from offline to online advertising observed in recent years. In the second paper, I develop a semi-structural approach to identify network effects on two-sided monopoly platforms without data on prices and quantities. A sufficient test for the existence of network effects is derived when only data on total revenue is available. If separate revenue data is available on the two sides, then the test is both necessary and sufficient. The third paper investigates the certification mechanisms and incentives that enable lending markets to match demand and supply despite the absence of financial intermediaries with skin in the game. The institutional setting for this analysis is the online social lending market, in which potential lenders and borrowers interact directly without a financial intermediary but can create self-organized groups instead. A difference-in-difference approach is used to examine how the same groups behave before and after the exogenously imposed elimination of rewards for the leaders of these groups. Allowing group leader rewards is found to be detrimental for the market outcome. Group leaders become more careful in screening after the elimination of these rewards, and if their loan participation is high, i.e. when they have skin in the game and are thus severely hurt by a borrower default.

Företag och organisationer använder sig ofta av sanktionerade, specialanpassade IT-system för att hantera information och kontrollera sin verksamhet. När anställda frångår policys och riktlinjer kring användningen av dessa system kallas det Shadow IT, eller skuggsystem. Detta innebär att de anställda utvecklar nya rutiner, hård- eller mjukvara eller vänder sig till annan etablerad programvara. Detta arbete innefattar en kvalitativ undersökning där kommunikatörer och informatörer vid Uppsala universitet har intervjuats för en orsaksinventerande studie av skuggsytem i förhållande till universitetets sanktionerade intranät Medarbetarportalen. Orsaker som kunnat fastställas till varför användare frångår rutiner och väljer skuggsystem är bristande reglering, mänskliga faktorer, såsom bekvämlighet och motvilja, brister hos systemets kvalitet samt informationens kvalitet. Vidare orsaker är utvecklingen av mer specifika, bättre egna lösningar i form av olika skuggsystem, samt organisationens struktur och kultur. Då Uppsala universitet påverkas av akademisk frihet och anställdas valmöjligheter i och med detta, saknas tydlig kontroll genom policys och föreskrifter från ledningens sida angående användning.

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.

Cette thèse regroupe les principaux jalons pour l’analyse concurrentielle des marchés impliquant des activités de réseau et des services ou produits numériques. Le propos s’organise en trois parties qui sont autant d’essais pour rendre compte de l’impact des spécificités de ces marchés sur leur dynamique concurrentielle. La première partie de la thèse porte sur la question de la concentration des plateformes Internet. Un modèle de marché biface est spécifié pour rendre compte des différents niveaux d’interdépendance sur les plateformes mettant en relation entreprises ou annonceurs, d’une part, et audience ou consommateurs, d’autre part. Il en ressort que les effets de réseaux (les synergies et économies d’échelle émanant du nombre d’utilisateurs de la plateforme) sont telles que tout avantage (premier entré sur le marché, qualité ou part d’audience relative supérieure,…), constitue à terme un avantage compétitif pérenne. La deuxième partie aborde la question de la délimitation des « marchés pertinents » lors des opérations de concentration appliquée au marché de l’accès à Internet fixe. La structure de la demande d’accès à Internet est examinée économétriquement afin de vérifier l’existence, ou l’absence, d’une segmentation (voire d’une différenciation) de celle-ci selon que les technologies sont de types haut ou très haut débit. La troisième partie traite de l’effet des ad-blockers sur les médias et fournisseurs de contenus dont le modèle économique repose sur la gratuité. Un modèle de marché biface est spécifié afin de vérifier quel rôle peuvent jouer les fournisseurs d’accès à Internet pour internaliser les externalités de réseau et limiter les phénomènes de congestion. Descripteurs : économie numérique, concurrence, plateformes, concentration, marché pertinent, publicité, externalités de réseau, média / This PhD thesis set the milestones that are relevant for the competitive analysis of markets based on network activities and digital products or services. This work counts three parts, designed as separate essays, and aims to appreciate the impact of the characteristics of these markets on their competitive dynamics. The first part of the thesis tackles the concentration issue of online platforms. We specify a model of two-sided market in order to appreciate the different levels of interdependence on online platforms linking on firms (or advertisers) on one side and audience or consumers on the other side. As a result, network effects (synergies and scale economies relating to the number of users) are such that any competitive advantage (first-mover advantage, better quality or market share…), as low as it can be, turns out to be durable. The second part deals with the “relevant market” delineation in horizontal mergers issue and suggest an application to the retail market for fixed broadband Internet access. We econometrically analyze the demand for broadband access in order to verify whether or not there exists a segmentation (or even a differentiation) of the demand depending on the access technologies that can be very fast broadband or regular broadband access technologies. The third part examines the effects of “ad-blocking” software on the media and content providers whose business model is based on free access. We also specify a model of two-sided market in order to appreciate the role that Internet service providers can play to internalize network effects and to curb congestion phenomena.

The purpose of this study is to produce new knowledge concerning the perceived user’s value generated using machine learning technologies that activate data network effects factors that create value through various business model themes. The data network effects theory represents a set of factors that increase the user’s perceived value for a platform that uses artificial intelligence capabilities. The study followed an abductive research approach where initially found facts were matched against the data network effects theory to be put in context and understood. The study’s data was gathered through semi-structured interviews with experts who were active within the research area and chosen based on their practical experience and their role in the digitization of the healthcare sector. The results show that three out of six factors were fully realized contributing to value creation while two of the factors showed to be partially realized in order to contribute to value creation and that is justified by the exclusion of users' perspectives in the scope of the research. Lastly, only one factor has limited contribution to the value creation due to the heavy regulations limiting its realization in the health sector. It is concluded that data network effects moderators contributed differently in the activation of various business model themes for value creation in a general manner where further studies should apply the theory in the assessment of one specific AI health offering to take full advantage of the theory potential. The theoretical implications showed that the data network factors may not necessarily be equally activated to contribute to value creation which was not initially highlighted by the theory. Additionally, the practical implications of the study’s results may help managers in their decision-making process on which factors to be activated for which business model theme.

The world is moving towards real-time – and so are payments. A global transformation of payments is lying ahead, and the future offers instant payments in multiple currencies, around the clock, every day of the year. Introducing a new platform that permits instant payments for cross-currencies will change the traditional business for banks and their corporate customers. Since this payment solution is first of its kind, it will become difficult for banks to predict the future needs of their corporate customers, but they do need to find new ways to create value. Moreover, the rise of a more network-centric way of doing business pressures banks into finding new partnerships and break the traditions of incremental improvements. This study aims to investigate how instant payments for cross-currencies influence the interplay of value creation between banks and their corporate customers. It further aims to understand how the need for co-opetition will affect banks’ value creation towards their corporate customers while maintaining a competitive position in the future of payments. Through an empirical study, survey findings, and a review of existing literature, an exploratory study was performed. The results implied that the amount of value created depends on the company’s size, target market, geographical location, transaction intensity, and degree of international relationships. Furthermore, the value can differ for different units within each company; for instance, closeness to end-consumer. A resistance to changing routines and systems was identified, which must be stabilized before the payment solution can properly be utilized. To grasp the new business opportunities emerging for banks, they must continuously sense the balance between customers’ willingness to pay and new value offerings. Suggestively by embedding it into a familiar presence and/or gradual implementation by providing an opportunity to choose among payment solutions. Besides, the future of payments will increasingly involve attention to the core business, availability, and providing customized support. Also, co-opetition was shown to be a promising strategy in many aspects, since the future of payments will be shared with more actors than ever before. However, common trading zones will arise and blur the national boundaries, which result in that partnerships initially taking the form of collaboration will, over time, progress into a coopetition relationship. On top of that, cross-border issues in terms of cultural mismatches, different traditions, as well as integrating different businesses and operating models, might obstruct the progression. Some products or actors depend on other functionalities to grow, and for instant payments for cross-currencies to reach its full potential, all actors and regulations involved need to be aligned. / Världen går mot realtid - och det gäller även betalningar. En global förändring av betalningar kommer att ske, och framtiden erbjuder realtidsbetalningar i flera valutor dygnet runt, året om. Att introducera en ny plattform som tillåter omedelbara betalningar i flera valutakurser kommer att förändra den traditionella verksamheten för både banker och deras företagskunder. Eftersom denna betalningslösning är den första i sitt slag kommer det att bli svårt för bankerna att förutsäga deras kunders framtida behov och de måste hitta nya sätt att skapa värde på. Dessutom bidrar ökningen av ett mer nätverkscentrerat sätt att göra affärer att bankerna är mer pressade till att hitta nya partnerskap och bryta gamla traditioner av inkrementella förbättringar. Denna studie syftar till att undersöka hur omedelbara betalningar inom flera valutor påverkar samspelet i värdeskapandet mellan banker och deras företagskunder. Vidare avser den förstå hur behovet av co-opetition kommer att påverka bankers värdeskapande gentemot sina företagskunder samtidigt som man behåller en konkurrensposition i framtidens betalningar. Denna studie utfördes som en empirisk studie genom intervjuer, enkätsvar och granskning av befintlig litteratur. Resultaten antydde att värdet som skapas beror på företagets storlek, marknad, geografiska läge, transaktionsintensitet och graden av internationella relationer. Dessutom kan värdet variera för olika enheter inom ett och samma företag; till exempel närheten till slutkonsument. Ett motstånd till att förändra rutiner och system identifierades, vilket måste stabiliseras innan betallösningen kan nå sin fulla potential. För att ta sig an de nya affärsmöjligheter som uppstår för bankerna måste de kontinuerligt urskilja balansen mellan kundernas betalningsvillighet och nya värdeerbjudanden. Detta kan förslagsvis göras genom att bädda in en ny lösning i en mer välbekant skepnad och/eller gradvis implementera innovationen genom att erbjuda en möjlighet att välja mellan betalningslösningar. Därtill kommer betalningarnas framtid i allt högre grad att innebära större satsningar på att arbeta med kärnverksamhet, tillgänglighet och att tillhandahålla personifierad support. Dessutom visade sig co-opetition vara en lovande strategi i flera aspekter, eftersom betalningens framtid kommer att delas med fler aktörer än någonsin. Gemensamma handelszoner kommer emellertid att uppstå och sudda ut de nationella gränserna, vilket resulterar i att partnerskap som ursprungligen tar formen av samarbete kommer med tiden att utvecklas till co-opetition. Dessutom kan samarbete över landgränser utmanas av kulturella missförhållanden, olika traditioner samt integrering av olika företag och operativa modeller vilket kan hindra utvecklingen. Då vissa produkter eller aktörer är beroende av andra funktionaliteter för att växa, och för att realtidsbetalningar i flera valutor ska nå sin fulla potential, måste alla aktörer och förordningar vara i linje.

This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. The Diffusion of Innovation theory as well as the concept of Relationship Management will be used to put this topic into theoretical frameworks. With the support of existing literature, the qualitative methodologies of this paper are chosen in order to gain knowledge of the preferred approaches of business-to-business marketing. In accordance to this, the authors aim to analyze the diffusion of innovation and how companies today can attain customers not only within the early adopters group, but also the early and later majority, thus increasing market value and share. This exact transition has been analyzed, however not in the exact field of industrial marketing with a focus on the financial industry, though innovation and digitalization is now more important than ever.  Firms need to establish personal and trustworthy relationships with potential and actual customers in order to generate more value and implement necessary innovative solutions. In a survey conducted within the scope of this thesis, respondents emphasize the perceived level of expertise suppliers need in order to initiate collaborations. The focus on innovation and increasing customer and market values through its implementation will be discussed in order to accelerate value generation for all parties involved in an ever-changing digital environment and to fill the research gap within innovation diffusion in industrial marketing.