Common typology of virtual communities and multi-sided platforms. Analysis of business models using qualitative system dynamics

• Autorzy: Tymoteusz Doligalski
• Języki publikacji: EN

Abstrakty

EN

This paper presents a common typology of virtual communities and multi-sided platforms. The analyzed entities comprise 69 of Poland's most prominent websites, representing one of two business models. Based on three dimensions: collaboration among users, reputation-based user competition, and user multi-sidedness, we identified four business models. These are problem community, object community, object market, and reputation market. They were depicted in qualitative system dynamics diagrams. The typology was verified using the statistical clustering technique, which yielded corresponding results. This paper helps comprehend the diversity of value creation logic in virtual communities and multi-sided platforms. (original abstract)(original abstract)

Słowa kluczowe

PL

Platforma ODR (Internetowe rozstrzyganie sporów); Społeczności lokalne; Modele biznesowe; Typologia

EN

Online Dispute Resolution (ODR) Platform; Local community; Business models; Typology

• Czasopismo: Collegium of Economic Analysis SGH - Working Papers
• Rocznik: 2022
• Numer: nr 79
• Strony: 48

Twórcy

autor

Tymoteusz Doligalski

• Warsaw School of Economics, Poland

Bibliografia

• Alt R., Zimmermann H. D. (2014). Editorial 24/4: Electronic markets and business models.
• Amit R., Zott C. (2001). Value creation in e-business. Strategic management journal, 22(6-7), 493-520.
• Amit R., Zott C. (2010). Business model innovation: Creating value in times of change, WP/870, IESE Business School - University of Navarra Working Papers.
• Anderson P., Tushman M.L. (1990). Technological discontinuities and dominant designs: A cyclical model of technological change. Administrative science quarterly, 604-633.
• Aversa, P., Haefliger, S., Hueller, F., Reza, D. (2020). Customer complementarity in the digital space: Exploring Amazon's business model diversification. Long Range Planning, 101985.
• Bailey K.D. (1994). Typologies and taxonomies: An introduction to classification techniques (No.102). Sage.
• Barrett M., Oborn E., Orlikowski W. (2016). Creating Value in Online Communities: The Sociomaterial Configuring of Strategy, Platform, and Stakeholder Engagement. Information Systems Research, vol.27(4), 704-723.
• Bazarhanova A., Yli-Huumo J. Smolander K. (2020). From platform dominance to weakened ownership: how external regulation changed Finnish e-identification. Electronic Markets, 30(3),525-538.
• Blaschke, M., Haki, K., Aier, S., & Winter, R. (2019). Taxonomy of digital platforms: a platform architecture perspective. 14th International Conference on Wirtschaftsinformatik, 572-586.
• Caldieraro, F., Zhang, J. Z., Cunha Jr, M., & Shulman, J. D. (2018). Strategic information transmission in peer-to-peer lending markets. Journal of Marketing, 82(2), 42-63.
• Canzer, B. (2006). E-business: strategic thinking and practice. Boston: Houghton Mifflin.
• Casadesus-Masanell, R., & Ricart, J. E. (2011). How to design a winning business model. Harvard business review, 89(1/2), 100-107.
• Casey T., Töyli J., (2012) Dynamics of two-sided platform success and failure: An analysis of public wireless local area access. Technovation, vol. 31(12), 703-716.
• Cennamo C. (2021). Competing in digital markets: A platform-based perspective. Academy of Management Perspectives, 35(2), 265-291.
• Choudary, S. (2015). Platform scale: how an emerging business model helps startups build large empires with minimum investment. [Place of publication not identified]: Platform Thinking Labs.
• Collier, D., Laporte, J., & Seawright, J. (2012). Putting Typologies to Work. Political Research Quarterly, 65(1), 217-232. doi:10.1177/1065912912437162.
• Cusumano M., Gawer A., Yoffie D. (2019). The business of platforms : Strategy in the age of digital competition, innovation, and power. New York: HarperCollins Publishers.
• Dellarocas C. (2010). Online reputation systems: How to design one that does what you need. MIT Sloan management review, 51(3), 33.[blinded for review process]
• Doty, D. H., & Glick, W. H. (1994). Typologies as a Unique Form of Theory Building: Toward Improved Understanding and Modeling. The Academy of Management Review, 19(2), 230.doi:10.2307/258704.
• Eisend, M., & Kuss, A. (2019). Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations. Springer.
• Ertz, M., Durif, F., & Arcand, M. (2016). Collaborative consumption: Conceptual snapshot at a buzzword. Journal of Entrepreneurship Education, 19(2), 1-23.
• Evans D. (2003). Some Empirical Aspects of Multi-sided Platform Industries. SSRN Electronic Journal, doi: 10.2139/ssrn.447981.
• Faraj, S., Jarvenpaa, S. L., & Majchrzak, A. (2011). Knowledge Collaboration in Online Communities. Organization Science, 22(5), 1224-1239. doi:10.1287/orsc.1100.0614.
• Fiss, P. C. (2011). Building better causal theories: A fuzzy set approach to typologies in organization research. Academy of management journal, 54(2), 393-420.
• Filistrucchi, L., Geradin D., Damme E. (2012), Identifying Two-Sided Markets. SSRN Electronic Journal, doi: 10.2139/ssrn.2008661.
• Fürstenau, D., Auschra, C., Klein, S., & Gersch, M. (2019). A process perspective on platform design and management: evidence from a digital platform in health care. Electronic Markets, 29(4), 581-596.
• Gary, M. S., Kunc, M., Morecroft, J. D., & Rockart, S. F. (2008). System dynamics and strategy. System Dynamics Review: The Journal of the System Dynamics Society, 24(4), 407-429.
• Gawer A. (2014). Bridging differing perspectives on technological platforms: Toward an integrative framework. Research Policy, vol. 43(7), 1239-1249.
• Gyódi K. (2019). Airbnb in European cities: Business as usual or true sharing economy?. Journal of Cleaner Production, 221, 536-551.
• Hagiu A., Wright J. (2015). Multi-sided platforms. International Journal of Industrial Organization, 43, 162-174.
• Hein, A., Schreieck, M., Riasanow, T., Setzke, D., Wiesche, M., Böhm, M., Krcmar, H. (2019). Digital platform ecosystems. Electronic Markets, vol. 30(1), 87-98.
• Holland, C., Gutiérrez-Leefmans M. (2018). A Taxonomy of SME E-Commerce Platforms Derived from a Market-Level Analysis. International Journal of Electronic Commerce, vol. 22(2), 161-201.
• Hurwicz, L., & Reiter, S. (2006). Designing economic mechanisms. Cambridge University Press.
• Jemielniak D., Przegalińska A. (2020). Collaborative society. MIT Press.
• Kaplan, A., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, vol. 53(1), 59-68.
• Kaplan, S., Sawhney, M. (2000). E- hubs: The New B2B Marketplaces. Harvard Business Review, vol. 78(3), 97- 103.
• Kim J., Min J. (2019). Supplier, tailor, and facilitator: Typology of platform business models. Journal of Open Innovation: Technology, Market, and Complexity, 5(3), 57.
• Kluge S. (2000). Empirically Grounded Construction of Types and Typologies in Qualitative Social Research. Qualitative Social Research, vol. 1(1).
• Kopainsky B., Luna-Reyes L. F. (2008). Closing the loop: promoting synergies with other theory building approaches to improve system dynamics practice. Systems Research and Behavioral Science: The Official Journal of the International Federation for Systems Research, 25(4), 471-486.
• Levina, N., Arriaga, M. (2014). Distinction and Status Production on User-Generated Content Platforms: Using Bourdieu's Theory of Cultural Production to Understand Social Dynamics in Online Fields. Information Systems Research, vol. 25(3), 468-488.
• Mao, Y., Vassileva, J., & Grassmann, W. (2007, January). A system dynamics approach to study virtual communities. In 2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07) (pp. 178a-178a). IEEE.
• McKinney, J. C. (1969). Typification, typologies, and sociological theory. Social forces, 48(1), 1-12.
• Mittendorf, C. (2018). Collaborative consumption: the role of familiarity and trust among millennials, Journal of Consumer Marketing.
• Morecroft, J. D. (2015). Strategic modelling and business dynamics: A feedback systems approach. John Wiley & Sons.
• Muegge, S. (2013). Platforms, Communities, and Business Ecosystems: Lessons Learned about Technology Entrepreneurship in an Interconnected World. Technology Innovation Management Review, vol. 3(2), 5-15.
• Oliveira D., Cortimiglia M. (2017). Value co-creation in web-based multi-sided platforms: A conceptual framework and implications for business model design. Business Horizons, vol. 60(6), 747-758.
• Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
• Panek, T. (2009). Statystyczne metody wielowymiarowej analizy porównawczej. Szkoła Główna Handlowa-Oficyna Wydawnicza.
• Parker G., Alstyne M. (2005). Two-Sided Network Effects: A Theory of Information Product Design. Management Science, vol. 51(10), 1494-1504.
• Parker G., Alstyne M., Choudary S. (2016). Platform Revolution. New York: W.W.Norton&Co.
• Perscheid, G., Ostern, N. K., & Moormann, J. (2020). Determining Platform Governance: Framework for Classifying Governance Types. In ICIS.
• Perren R., Kozinets R. (2018). Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy. Journal of Marketing, vol. 82(1), 20-36.
• Porter C. (2006). A Typology of Virtual Communities: A Multi-Disciplinary Foundation for Future Research. Journal of Computer-Mediated Communication, vol. 10(1), doi: 10.1111/j.1083-6101.2004.tb00228.x
• Pousttchi K., Gleiss A. (2019). Surrounded by middlemen-how multi-sided platforms change the insurance industry. Electronic Markets, 29(4), 609-629.
• Prahalad, C.K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston: Harvard Business Review Press.
• Rappa, P. (n.d.). Business Models on the Web: Professor Michael Rappa. Retrieved November 02, 2020, from http://digitalenterprise.org/models/models.html
• Reimers, K., Guo, X., & Li, M. (2018). Beyond markets, hierarchies, and hybrids: an institutional perspective on IT-enabled two-sided markets. Electronic Markets, vol. 29(2), 287-305.
• Reuver, M., Sørensen, C., & Basole ,R. (2018). The Digital Platform: A Research Agenda. Journal of Information Technology, vol. 33(2), 124- 135.
• Rochet, J. C., & Tirole, J. (2006). Two-sided markets: a progress report. The RAND journal of economics, 37(3), 645-667.
• Rodríguez-López, N., & Diz-Comesaña, M. (2016). Toward a Taxonomy of Virtual Communities from a Value Cocreation Perspective. Psychology & Marketing, vol. 33(12), 1166-1173.
• Ruutu, S., Casey, T., & Kotovirta, V. (2017). Development and competition of digital service platforms: A system dynamics approach. Technological Forecasting and Social Change, vol. 117, 119-130.
• Schwaninger, M., & Grösser, S. (2008). System dynamics as model-based theory building. Systems Research and Behavioral Science: The Official Journal of the International Federation for Systems Research, 25(4), 447-465.
• Sibai O., Valck K., Farrell A., Rudd, J. (2015). Social Control in Online Communities of Consumption: A Framework for Community Management. Psychology & Marketing, vol. 32(3), 250-264.
• Spagnoletti, P., Resca, A., & Lee, G. (2015). A Design Theory for Digital Platforms Supporting Online Communities: A Multiple Case Study. Journal of Information Technology, vol. 30(4), 364-380.
• Srinivasan, R., Lilien, G., & Rangaswamy, A. (2004). First in, First out? The Effects of Network Externalities on Pioneer Survival. Journal of Marketing, vol. 68(1), 41-58.
• Staub, N., Haki, K., Aier, S., & Winter, R. (2021). Taxonomy of Digital Platforms: A Business Model Perspective, in: Proceedings of the 54th Hawaii International Conference on System Sciences (p.6163).
• Täuscher, K., & Abdelkafi, N. (2018). Scalability and robustness of business models for sustainability: A simulation experiment. Journal of Cleaner Production, 170, 654-664.
• Täuscher K., & Laudien S. (2018). Understanding platform business models: A mixed methods study of marketplaces. European Management Journal, vol. 36(3), 319-329.
• Timmers, P. (1998). Business Models for Electronic Markets. Electronic Markets, 8(2), 3-8. doi:10.1080/10196789800000016.
• Tiwana A. (2013). Platform ecosystems: Aligning architecture, governance, and strategy. Newnes.
• Utterback, J. M., & Abernathy, W. J. (1975). A dynamic model of process and product innovation, Omega,3(6),639-656, 1975.
• Van Alstyne, M. W., Parker, G. G., & Choudary, S. P. (2016). Pipelines, platforms, and the new rules of strategy. Harvard business review, 94(4), 54-62.
• Veisdal, J. (2020). The dynamics of entry for digital platforms in two-sided markets: a multi-case study. Electronic Markets, 30(3), 539-556.
• Walesiak, M., & Dudek, A. (2010). Finding groups in ordinal data: an examination of some clustering procedures, pp.185-192, in: Classification as a Tool for Research, eds.: Hermann Locarek-Junge, Claus Weihs. Springer, Berlin, Heidelberg.
• Walesiak, M., & Gatnar, E. (Eds.). (2009). Statystyczna analiza danych z wykorzystaniem programu R. Wydawnictwo Naukowe PWN.
• Walesiak, M. (1999). Distance Measure For Ordinal Data. Argumenta Oeconomica, 8(2), 167-173.
• Wang, J., & Lai, J. Y. (2020). Exploring innovation diffusion of two-sided mobile payment platforms: A system dynamics approach. Technological Forecasting and Social Change, 157, 120088.
• Weill, P., Vitale, R. (2001). Place to space: migrating to ebusiness models. Boston: Harvard Business School Press.
• Wirtz J., So K., Mody M., Liu S., Chun H. (2019). Platforms in the peer-to-peer sharing economy. Journal of Service Management, vol. 30(4), 452-483.
• Wolstenholme E.F. (1999). Qualitative vs quantitative modelling: the evolving balance. Journal of the Operational Research Society, 50(4), 422-428.
• Woodside, A. G. (2003). Middle-range theory construction of the dynamics of organizational marketing-buying behavior. Journal of Business & Industrial Marketing.
• Ziaie, P., & Krcmar, H. (2012). Introducing a design framework for reputation systems in multi-tier production communities. Digital Creativity, 23(2), 144-157.