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https://doi.org/10.21256/zhaw-27102| Publication type: | Master thesis |
| Title: | Platform business models : identifying factors for rapid growth of newly founded companies |
| Authors: | Appenzeller, Jan |
| Advisors / Reviewers: | Filser, Matthias Bläse, Richard |
| DOI: | 10.21256/zhaw-27102 |
| Extent: | 281 |
| Issue Date: | 2022 |
| Publisher / Ed. Institution: | ZHAW Zürcher Hochschule für Angewandte Wissenschaften |
| Publisher / Ed. Institution: | Winterthur |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | Platform business models are an increasingly important topic. In digitalisation, developing and operating a platform has never been easier. To be successful in the market, growth is needed and often even rapid growth due to the ease of imitation. Rapid growth is desirable, as it creates prosperity and many jobs. Among the best-known and most successful platforms are Airbnb and Uber. How these companies have been able to grow so quickly is still being asked. This paper aims to answer the question of which factors positively influence the rapid growth of platforms. A qualitative interview was conducted with thirteen experts who have built a two-sided platform to answer the research question. The interview partners range from newly founded start-ups to international unicorn start-ups. The interview is supported by a guideline based on existing literature on rapid growth. No restriction was made on the industry to obtain a broad view of the topic in choosing the experts. The responses show that many factors already identified in research in a general context are also relevant for platforms. Furthermore, additional parameters have resulted that specifically affect platforms. The most important three inductive factors are the usability of the platform, the continuous involvement of customers in product development and the mindset of the founder and the team. Furthermore, the three main deductive factors are the firm started by a team, a broad social and professional network and creating unique value for customers. In addition, the research has produced seven inductive factors. Based on further development of the rapid growth framework, the study provides new insights into the temporal relevance of the individual factors. The paper compiles an overview of the temporal classification of them because the results prove that the product-market fit divides the framework into two phases. For example, internationalisation or even automation of processes only makes sense in the second phase. Based on the temporal classification of the factors, the study shows initial correlations between them. For example, the involvement of customers in product development influences the added value created by the platform. Further research could investigate possible growth factors differences between B2B and B2C platforms or between different industries. The study has provided evidence that there may be differences here. Furthermore, conducting the research outside of Switzerland could be interesting, as other parameters may influence growth due to the small home market. Initial quantitative studies could also be planned to generalise correlations. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/27102 |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Appears in collections: | MSc Business Administration |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Appenzeller_Jan_MSc_BA.pdf | 2.79 MB | Adobe PDF |  View/Open |
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Appenzeller, J. (2022). Platform business models : identifying factors for rapid growth of newly founded companies [Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften]. https://doi.org/10.21256/zhaw-27102
Appenzeller, J. (2022) Platform business models : identifying factors for rapid growth of newly founded companies. Master’s thesis. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-27102.
J. Appenzeller, “Platform business models : identifying factors for rapid growth of newly founded companies,” Master’s thesis, ZHAW Zürcher Hochschule für Angewandte Wissenschaften, Winterthur, 2022. doi: 10.21256/zhaw-27102.
APPENZELLER, Jan, 2022. Platform business models : identifying factors for rapid growth of newly founded companies. Master’s thesis. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Appenzeller, Jan. 2022. “Platform Business Models : Identifying Factors for Rapid Growth of Newly Founded Companies.” Master’s thesis, Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-27102.
Appenzeller, Jan. Platform Business Models : Identifying Factors for Rapid Growth of Newly Founded Companies. ZHAW Zürcher Hochschule für Angewandte Wissenschaften, 2022, https://doi.org/10.21256/zhaw-27102.
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