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  • Publication
    Managing Brands in the Platform Economy - an Integrated Perspective
    (Universität St. Gallen, 2021-09-20)
    The platform economy is rapidly transforming various industries, leading to an increased interest in both research and management practice. Yet, research on digital platforms, from a holistic marketing management perspective is scarce. This dissertation closes this gap in the literature and examines the novel business model from a marketing point of view. Platform businesses facilitate the interaction between suppliers and customers. In order to have a comprehensive understanding of marketing in the platform economy, all three perspectives were taken into account, namely platform, supplier and customer point of view. From the platform perspective, a single case study, combined with qualitative interviews identified different modes of collaboration, strategic decisions and branding options for digital platforms. Second the dissertation investigates the supplier`s perspective leading to four strategies for conventional companies to cope with digital platforms which can be integrated to a proposed platform management plan. Finally, four consumer experiments are conducted to identify customer brand preferences during the purchase on digital platforms. Combining all three perspectives yield a comprehensive understanding of the relationship between suppliers, platforms and customers. This dissertation assists managers of both platform and supplier companies to understand of the role of each of the participants in the triangular business model. Moreover, the dissertation provides a solid foundation for future research in the fields of digital platforms, channel management and marketing in mediated environments.