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2017 | OriginalPaper | Chapter

7. Geschäftsmodellelemente mehrseitiger Plattformen

Authors : Karl Täuscher, Romy Hilbig, Nizar Abdelkafi

Published in: Digitale Transformation von Geschäftsmodellen

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Geschäftsmodelle, die auf digitalen Marktplätzen basieren, haben in den letzten Jahren zahlreiche Industrien revolutioniert. Digitale Service-Marktplätze wie Airbnb, Uber oder Delivery Hero erregen große Beachtung, da sie auf stark skalierbaren Geschäftsmodellen basieren und daher rasante Wachstumsdynamiken erzielen können. Aus wissenschaftlicher Sicht sind diese Geschäftsmodelle jedoch nahezu unerforscht. Dieses Kapitel widmet sich dem Thema aus praxisrelevanter Sicht und erforscht die Geschäftsmodellelemente von digitalen Service-Marktplätzen. Die Erkenntnisse basieren auf einer Serie an Experteninterviews und der Analyse relevanter Literatur zu mehrseitigen Plattformen. Das Kapitel entwickelt ein Framework, welches Gründer und Manager von Service-Marktplätzen bei der Entwicklung und Auswahl eines tragfähigen Geschäftsmodells unterstützen sowie zur vergleichenden Analyse von Geschäftsmodellen eingesetzt werden kann. Die Geschäftsmodellelemente des Frameworks werden mittels verschiedener Praxisbeispiele sowie einer tief gehenden Fallstudie – des Übernachtungsvermittlers Airbnb – illustriert. Anhand der Fallstudie Airbnb wird darüber hinaus gezeigt, welche digitalen Praktiken etablierte Unternehmen von Airbnb lernen können. Der Buchbeitrag hilft Studierenden, Praktikern und Forschern, das aufstrebende und praxisrelevante Thema digitaler Service-Marktplätze aus Geschäftsmodellsicht zu verstehen.
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Metadata
Title
Geschäftsmodellelemente mehrseitiger Plattformen
Authors
Karl Täuscher
Romy Hilbig
Nizar Abdelkafi
Copyright Year
2017
DOI
https://doi.org/10.1007/978-3-658-12388-8_7

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