An engineering management approach to two-sided markets: a business model framework

Ellis, Edward (2016-03)

Thesis (MEng)--Stellenbosch University, 2016.

Thesis

ENGLISH ABSTRACT: Two-Sided Markets is a relatively new phenomenon in the business world that offers extraordinary opportunities to businesses that dare pioneer the promised land of Two-Sided Markets and Network Effects that is still very much undiscovered. A Two-Sided Market exists wherever two distinct groups of users are offered two completely different value propositions from the same Platform. Two-Sided Markets as a knowledge fields is still in its infancy. The Internet has offered various innovation opportunities that have allowed businesses accessibility and greater market reach. Because of the novelty of Two-Sided Markets executive managers face challenges when establishing their Two-Sided Market business model. This is primarily because Two-Sided Markets is still undiscovered in a research sense and not thoroughly understood in a practical business sense. Also, defining Two-Sided Market business models poses various challenges. This aggravates the challenge of establishing an aligned understanding of a Two-Sided Market business model amongst a group of people. Defining a Two-Sided Market business model is fundamental to establishing an aligned understanding of a Two-Sided Market business model amongst a group of people. Business model innovation cannot be executed successfully unless an aligned understanding of a Two-Sided Market business model is established amongst a group of people. This thesis undertakes the challenge of developing a Two-Sided Market Business Model Framework that addresses these challenges that executive managers face when executing Two-Sided Market business model innovation. Two-Sided Markets and business model innovation is studied through means of researching the academic knowledge domain of Two-Sided Markets. Throughout the research study Two-Sided Markets and business model innovation is investigated to better understand fields that offer extraordinary opportunities. The gathered knowledge that is studied is used as a means to develop the Business Model Framework. The Two-Sided Market Business Model Framework is developed to assist with defining a Two-Sided Market business model to ultimately establish an aligned understanding of a Two-Sided Market business model amongst a group of people. The Two-Sided Market Business Model Framework is generic and can be applied to any Two-Sided Market business model.

FRIKAANSE OPSOMMING: Tweesydige Markte is ʼn relatiewe nuwe verskynsel in die sakewêreld wat buitengewone geleenthede aan besighede bied wat braaf genoeg is om die onbekende te ontdek. 'n Tweesydige Mark bestaan waar twee afsonderlike mark groepe twee uiteenlopende produkte of dienste aangebied word van dieselfde Platform. Tweesydige Markte as ʼn kennisveld is nog in sy jongdae. Na die bekenstelling van die Internet is verskeie innovasie geleenthede geskep wat toegelaat het dat besighede ʼn beter mark toeganklikheid en groter bereik het. As gevolg van Tweesydige Markte ervaar uitvoerende bestuurders uitdagings wanneer hulle hul besigheidsmodelle moet vestig en implementeer. Dit is hoofsaaklik omdat Tweesydige Markte nog ʼn relatiewe onbekende veld is, beide akademies en in die praktiese sakewêreld. Die hoof uitdaging lê daarin om besigheidsmodelle te definieer. Dit is belangrik om ʼn verenigde definisie van ʼn besigheidsmodel onder ʼn groep mense te vestig sodat besigheidsmodel innovasie kan plaasvind. Om ʼn Tweesydige Mark besigheidsmodel te definieer is fundamenteel om ʼn verenigde definisie van ʼn Tweesydige Mark besigheidsmodel onder ʼn groep mense te vestig sodat besigheidsmodel innovasie kan plaasvind. ʼn Tweesydige Mark Besigheidsmodel Raamwerk word in hierdie tesis ontwikkel om uitvoerende bestuurders by te staan om suksesvol besigheidsmodel innovasie uit te voer. Tweesydige Markte en besigheidsmodel innovasie word deur die loop van hierdie tesis nagevors. Deur Tweesydige Markte en besigheidsmodel innovasie deur die loop van hierdie tesis na te vors word hierdie twee hoof aspekte beter verstaan om eventueel die Tweesydige Mark Besigheidsmodel Raamwerk te ontwikkel. Ook, die kennis wat opgedoen word deur Tweesydige Markte en besigheidsmodel innovasie na te vors word eventueel gebruik as ʼn middel om die Tweesydige Mark Besigheidsmodel Raamwerk suksesvol te ontwikkel. Die Tweesydige Mark Besigheidsmodel Raamwerk wat ontwikkel word deur die loop van hierdie tesis is in staat om Tweesydige Mark besigheidsmodelle te definieer sodat ʼn verenigde begrip van ʼn Tweesydige Mark besigheidsmodel eventueel gevestig word onder ʼn groep mense sodat Tweesydige Mark besigheidsmodel innovasie suksesvol uitgevoer kan word. Die Tweesydige Mark Besigheidsmodel Raamwerk is generies sodat dit van toepassing is op enige tipe Tweesydige Mark besigheidsmodel

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