The Role of Marketing in Digital Business Platforms

Journal of Interactive Marketing - Tập 51 - Trang 72-90 - 2020
Arvind Rangaswamy1, Nicole Moch2, Claudio Felten3, Gerrit van Bruggen4, Jaap E. Wieringa5, Jochen Wirtz6
1Smeal College of Business, Penn State University, Pennsylvania, USA
2Marketing Center Muenster, University of Muenster, Münster, Germany
3MUUUH! GmbH, Osnabrueck, Germany
4Erasmus University, Rotterdam, The Netherlands
5University of Groningen, Groningen, The Netherlands
6NUS Business School, National University of Singapore, Singapore

Tài liệu tham khảo

Afuah, 2013, Are network effects really all about size? The role of structure and conduct, Strategic Management Journal, 34, 257, 10.1002/smj.2013 Akbar, 2018, The sharing economy and the future of the hotel industry: Transaction cost theory and platform economics, International Journal of Hospitality Management, 71, 91, 10.1016/j.ijhm.2017.12.004 Altman, 2017, Platforms, open/user innovation, and ecosystems: A strategic leadership perspective American Marketing Association Anderson, 1985, The salesperson as outside agent or employee: A transaction cost analysis, Marketing Science, 4, 237, 10.1287/mksc.4.3.234 Andreassen, 2018, Business model innovation and value-creation: The triadic way, Journal of Service Management, 29, 883, 10.1108/JOSM-05-2018-0125 Azevedo, 2016, Matching markets in the digital age. Digital markets make it easier to match companies and customers, Science, 352, 1056, 10.1126/science.aaf7781 Baumeister, 2015, Branding access offers: The importance of product brands, ownership status, and spillover effects to parent brands, Journal of the Academy of Marketing Science, 43, 574, 10.1007/s11747-015-0440-y Benkler, 2002, Coase's penguin, or, linux and the nature of the firm, Yale Law Journal, 112, 369, 10.2307/1562247 Benoit, 2017, A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors, Journal of Business Research, 79, 219, 10.1016/j.jbusres.2017.05.004 Bhargava, 2019, Sales force compensation design for two-sided market platforms, Journal of Marketing Research, 56, 666, 10.1177/0022243719825818 Blau, 1964 Broekhuizen, 2019, Digital platform openness: Drivers, dimensions and outcomes, Journal of Business Research Brown, C. 3 questions to ask before adopting a platform business model. Harvard Business Review. (2016). https://hbr.org/2016/04/3-questions-to-ask-before-adopting-a-platform-business-model Accessed 21 February 2020. Brown, 2019, Uber and Lyft face hurdle of finding and keeping drivers, Wall Street Journal. Buchanan, 2001, Design research and the new learning, Design Letters, 17, 3 Burgelman, 2007, Cross-boundary disruptors: Powerful interindustry entrepreneurial change agents, Strategic Entrepreneurship Journal, 1, 315, 10.1002/sej.27 Chan, 2019, Divide and conquer in two-sided markets: A potential-game approach Chen, 2016, Dynamic pricing in a labor market: Surge pricing and flexible work on the Uber platform Chen, 2018, Innovative online platforms: research opportunities, Manufacturing & Service Operations Management, 22, 430, 10.1287/msom.2018.0757 Choi, 2019, Monetizing online marketplaces, Marketing Science, 38, 913 Chu, 2018, Designing online platforms for offline services: The bigger, the better?, SSRN Electronic Journal Cillessen, 2010, Social skills and social competence in interactions with peers, 393 Coase, 1937, The nature of the firm, Economica, 4, 386, 10.1111/j.1468-0335.1937.tb00002.x Constantinides, 2018, Introduction—platforms and infrastructures in the digital age, Information Systems Research, 29, 381, 10.1287/isre.2018.0794 Cowgill, 2019, Optimal segmentation in platform strategy: Evidence from geotargeted advertising Coyle, 2016, Understanding AirBnB in fourteen European cities Cusumano, 2019 David, 2004, A systematic assessment of the empirical support for transaction cost economics, Strategic Management Journal, 25, 39, 10.1002/smj.359 De Bruyn, 2020, Artificial intelligence: Pitfalls and opportunities, Journal of Interactive Marketing, 51, 92, 10.1016/j.intmar.2020.04.007 Dellaert, 2019, The consumer production journey: Marketing to consumers as co-producers in the sharing economy, Journal of the Academy of Marketing Science, 47, 238, 10.1007/s11747-018-0607-4 van Doorn, 2010, Customer engagement behavior: Theoretical foundations and research directions, Journal of Service Research, 13, 253, 10.1177/1094670510375599 Dubé, 2010, Tipping and concentration in markets with indirect network effects, Marketing Science, 29, 216, 10.1287/mksc.1090.0541 Duch-Brown, 2017, The competitive landscape of online platforms Eckhardt, 2019, Marketing in the sharing economy, Journal of Marketing, 83, 5, 10.1177/0022242919861929 Evans, 2010, Failure to launch: Critical mass in platform businesses, Review of Network Economics, 9, 10.2202/1446-9022.1256 Evans, 2016 Evans, 2008, Markets with two-sided platforms, Issues in Competition Law and Policy, 28, 667 Fang, 2015, Direct and indirect effects of buyers and sellers on search advertising revenues in business-to-business electronic platforms, Journal of Marketing Research, 52, 407, 10.1509/jmr.13.0165 Gawer, 2014, Industry platforms and ecosystem innovation, Product Innovation Management, 31, 417, 10.1111/jpim.12105 Gensler, 2013, Managing brands in the social media environment, Journal of Interactive Marketing, 27, 242, 10.1016/j.intmar.2013.09.004 Geyskens, 2006, Make, buy, or ally: A transaction cost theory meta-analysis, Academy of Management Journal, 49, 519, 10.5465/amj.2006.21794670 Gielens, 2019, Branding in the era of digital (dis)intermediation, International Journal of Research in Marketing., 36, 367, 10.1016/j.ijresmar.2019.01.005 Gui, 2000, Beyond transactions: On the interpersonal dimension of economic reality, Annals of Public and Cooperative Economics, 71, 139, 10.1111/1467-8292.00138 Gupta, 2020, Digital analytics: Modeling for insights and new methods, Journal of Interactive Marketing, 51, 26, 10.1016/j.intmar.2020.04.003 Gupta, 2016, The value of a "free" customer Habibi, 2016, From sharing to exchange: An extended framework of dual modes of collaborative nonownership consumption, Journal of the Association for Consumer Research, 1, 277, 10.1086/684685 Hagiu, 2016, Network effects aren't enough, Harvard Business Review, April 2016, 64 Hagiu, 2015, Multi-sided platforms, International Journal of Industrial Organization, 43, 162, 10.1016/j.ijindorg.2015.03.003 Halaburda, 2018, Competing by restricting choice: The case of matching platforms, Management Science, 64, 3469, 10.1287/mnsc.2017.2797 Hartmann, W. R., Manchanda, P., Nair, H., Bothner, M., Dodds, P., Godes, D., Hosanagar, K., & Tucker, C. (2008). Modeling social interactions: Identification, empirical methods and policy implications. Marketing Letters, 19 (3–4), 287–304. Hennig-Thurau, 2013, Marketing the pinball way: Understanding how social media change the generation of value for consumers and companies, Journal of Interactive Marketing, 27, 237, 10.1016/j.intmar.2013.09.005 Homans, 1958, Social behavior as exchange, American Journal of Sociology, 63, 597, 10.1086/222355 Hoyer, 2020, Transforming the customer experience through new technologies, Journal of Interactive Marketing, 10.1016/j.intmar.2020.04.001 informationisbeautiful.net Jia, 2019, An analysis of multi-sided platform research over an analysis of multi-sided platform research over the past three decades: Framework and discussion, 1 Jiang, 2008, How third-party certification programs relate to consumer trust in online transactions: An exploratory study, Psychology & Marketing, 25, 839, 10.1002/mar.20243 Johnson Kannan, 2017, Digital marketing: A framework, review and research agenda, International Journal of Research in Marketing, 34, 22, 10.1016/j.ijresmar.2016.11.006 Katz, 1994, Systems competition and network effects, Journal of Economic Perspectives, 8, 93, 10.1257/jep.8.2.93 Kenney, 2016, The rise of the platform economy, Issues in Science and Technology, 32, 61 Khan, 2017, Amazon's antitrust paradox, The Yale Law Journal, 126, 564 Krafft, 2004, Relative explanatory power of agency theory and transaction cost analysis in German salesforces, International Journal of Research in Marketing, 21, 265, 10.1016/j.ijresmar.2003.11.001 Kumar, 2018, A strategic framework for a profitable business model in the sharing economy, Industrial Marketing Management, 69, 147, 10.1016/j.indmarman.2017.08.021 Laffont, 1993 Lamberton, 2012, When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems, Journal of Marketing, 76, 109, 10.1509/jm.10.0368 Lenhart Li, 2018, Higher market thickness reduces matching rate in online platforms: Evidence from a quasi-experiment Libai, 2020, Brave new world? On AI and the management of customer relationships, Journal of Interactive Marketing, 51, 44, 10.1016/j.intmar.2020.04.002 Libert Lobschat, 2020, Corporate digital responsibility, Journal of Business Research Luca, 2015, User-generated content and social media, 563, 10.1016/B978-0-444-63685-0.00012-7 Lusch, 2015, Service innovation: A service-dominant logic perspective, MIS Quarterly, 39, 155, 10.25300/MISQ/2015/39.1.07 Madden Maier, 2019, Building a retail brand through the marketplace? The effect of marketplace sales on a retailer's own channels Malthouse, 2013, Managing customer relationships in the social media era: Introducing the social CRM house, Journal of Interactive Marketing, 27, 270, 10.1016/j.intmar.2013.09.008 Manski, 2007 Mizik, 2003, Trading off between value creation and value appropriation: The financial implications of shifts in strategic emphasis, Journal of Marketing, 67, 63, 10.1509/jmkg.67.1.63.18595 Mochon, 2017, What are likes worth? A Facebook page field experiment, Journal of Marketing Research, 54, 306, 10.1509/jmr.15.0409 Mody, 2020, Two-directional convergence of platform and pipeline business models, Journal of Service Management, 10.1108/JOSM-11-2019-0351 Mukhopadhyay, 2018, Multi-actor collaboration in platform-based ecosystem: Opportunities and challenges, Journal of Information Technology Case and Application Research, 20, 47, 10.1080/15228053.2018.1479160 Nash, 1950, The bargaining problem, Econometrica, 18, 155, 10.2307/1907266 Netcraft Newman, 2003, The structure and function of complex networks, SIAM Review, 45, 167, 10.1137/S003614450342480 O'Mahony, 2017, The emergence of governance in an open source community, Academy of Management Journal., 50, 1079, 10.5465/amj.2007.27169153 Parker, 2017 Parker, 2005, Two-sided network effects: A theory of information product design, Management Science, 51, 1494, 10.1287/mnsc.1050.0400 Parker, 2017, Innovation, openness, and platform control, Management Science, 64, 3015, 10.1287/mnsc.2017.2757 Pempek, 2009, College students' social networking experiences on Facebook, Journal of Applied Developmental Psychology, 30, 227, 10.1016/j.appdev.2008.12.010 Perren, 2018, Lateral exchange markets: How social platforms operate in a networked economy, Journal of Marketing, 82, 20, 10.1509/jm.14.0250 Piller Porter, 1985 Rahwan, 2019, Machine behavior, Nature April, 568, 479 Ramaswamy, 2018, Offerings as digitalized interactive platforms: A conceptual framework and implications, Journal of Marketing, 82, 19, 10.1509/jm.15.0365 Rindfleisch, 2019, Transaction cost theory: Past, present, and future, AMS Review, 10, 85, 10.1007/s13162-019-00151-x Rindfleisch, 1997, Transaction cost analysis: Past, present, and future application, Journal of Marketing, 61, 30, 10.1177/002224299706100403 Rosario, 2016, The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors, Journal of Marketing Research, 53, 297, 10.1509/jmr.14.0380 Saghiri, 2017, Toward a three-dimensional framework for omni-channel, Journal of Business Research, 77, 53, 10.1016/j.jbusres.2017.03.025 Sawhney, 1998, Leveraged high-variety strategies: From portfolio thinking to platform thinking, Journal of the Academy of Marketing Science, 26, 54, 10.1177/0092070398261006 Schlosser, 2006, Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions, Journal of Marketing, 70, 133, 10.1509/jmkg.70.2.133 Selten, 1965, Spieltheoretische Behandlung eines Oligopolmodells mit Nachfrageträgheit, Zeitschrift für gesamte Staatswissenschaft/Journal of Institutional and Theoretical Economics, 121, 301 Sorescu, 2011, Innovations in retail business models, Journal of Retailing, 87, S3, 10.1016/j.jretai.2011.04.005 Sridhar, 2011, Dynamic marketing budgeting for platform firms: Theory, evidence, and application, Journal of Marketing Research, 48, 929, 10.1509/jmr.10.0035 Sriram, 2015, Platforms: A multiplicity of research opportunities, Marketing Letters, 26, 141, 10.1007/s11002-014-9314-1 Statista.com. Frequency with which Amazon Shoppers in the United States Purchase from Amazon as of February 2019, by Membership Status. (2019). https://www.statista.com/statistics/646987/us-amazon-shopping-frequency/ Accessed 4 April 2020. Storbacka, 2016, Actor engagement as a microfoundation for value co-creation, Journal of Business Research, 69, 3008, 10.1016/j.jbusres.2016.02.034 Sun, 2019, Counterfeiters in online marketplaces: Stealing your sales or sharing your costs, Journal of Retailing Sutherland, 2018, The sharing economy and digital platforms: A review and research agenda, International Journal of Information Management, 43, 328, 10.1016/j.ijinfomgt.2018.07.004 The Economist The New York Times Tiwana, 2010, Platform evolution: Coevolution of platform architecture, governance, and environmental dynamics, Information Systems Research, 21, 675, 10.1287/isre.1100.0323 Tucker, 2010, Growing two-sided networks by advertising the user base: A field experiment, Marketing Science, 29, 805, 10.1287/mksc.1100.0560 Tufekci Valkenburg, 2005, Adolescents' identity experiments on the internet, New Media & Society, 7, 383, 10.1177/1461444805052282 Van Alstyne, 2016, Pipelines, platforms, and the new rules of strategy, Harvard Business Review, 54 Verhoef, 2019, Digital transformation: A multidisciplinary reflection and research agenda, Journal of Business Research Verhoef, 2010, Customer engagement as a new perspective in customer management, Journal of Service Research, 13, 247, 10.1177/1094670510375461 Wagner, 1994, In support of a functional definition of interaction, American Journal of Distance Education, 8, 6, 10.1080/08923649409526852 Wall Street Journal Wareham, 2014, Technology ecosystem governance, Organization Science, 25, 1195, 10.1287/orsc.2014.0895 Williamson, 1979, Transaction-cost economics: The governance of contractual relations, Journal of Law and Economics, 22, 233, 10.1086/466942 Williamson, 1985 Williamson, 1975 Wirtz, 2019, Asset-based strategies for capturing value in the service economy, 785 Wirtz, 2019, Platforms in the peer-to-peer sharing economy, Journal of Service Management, 30, 452, 10.1108/JOSM-11-2018-0369 Yoganarasimhan, 2013, The value of reputation in an online freelance marketplace, Marketing Science, 32, 860, 10.1287/mksc.2013.0809 Yun, 2017, Growth of a platform business model as an entrepreneurial ecosystem and its effects on regional development, European Planning Studies, 25, 805, 10.1080/09654313.2017.1282082 Zachariadis, 2019, Governance and control in distributed ledgers: Understanding the challenges facing blockchain technology in financial services, Information and Organization, 29, 105, 10.1016/j.infoandorg.2019.03.001 Zhu, 2016, Products to platforms: Making the leap, Harvard Business Review, 94, 72 Zhu, 2019, Why some platforms thrive and others don't, Harvard Business Review, 118 Zhu, 2018, Competing with complementors: An empirical look at Amazon.com, Strategic Management Journal, 39, 2618, 10.1002/smj.2932