Digital strategies for two-sided markets: A case study of shopping malls

被引：37

作者：

Frishammar, Johan ^{[1
]}

Cenamor, Javier ^{[2
]}

Cavalli-Bjorkman, Harald ^{[3
]}

Hernell, Emma ^{[4
]}

Carlsson, Johan ^{[5
]}

机构：

[1] Lulea Univ Technol, Entrepreneurship & Innovat, SE-97187 Lulea, Sweden

[2] Lund Univ, Sch Econ & Management, Dept Business Adm, S-22007 Lund, Sweden

[3] Re Newcell AB, Cardellgatan 1, SE-11436 Stockholm, Sweden

[4] HUI Res, SE-10329 Stockholm, Sweden

[5] EVRY Sweden AB, Olof Asklunds Gata 10, S-42130 Vastra Frolunda, Sweden

来源：

DECISION SUPPORT SYSTEMS | 2018年 / 108卷

关键词：

Digitalization; Two-sided market; Omnichannel strategies; Shopping mall; Retailing; Interpretative case study; MULTICHANNEL CUSTOMER MANAGEMENT; INFORMATION-SYSTEMS; SERVICE INNOVATION; BUSINESS STRATEGY; E-COMMERCE; FRAMEWORK; COMPETITION; TECHNOLOGY; PLATFORMS; ECONOMICS;

D O I：

10.1016/j.dss.2018.02.003

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Digitalization is fundamentally changing the retailing ecosystem for shopping malls as digital and analogue elements get increasingly intertwined. We conceptualize shopping malls as two-sided markets whose primary function is connecting shoppers and retailers. By means of an interpretative case study, the article then presents an omnichannel strategy typology for how shopping malls can meet the evolving digitalization challenge. We identify three generic strategies labeled digital awaiter, digital data gatherer, and digital embracer. The paper provides implications for research in omnichannel strategies, digitalization, and two-sided markets by explicating different strategies that involve physical and digital resources, and different ecosystem agents, i.e., retailers and shoppers. It also provides insights for other organizations beyond retailing and which operate under a two-sided market regime. (C) 2018 Elsevier B.V. All rights reserved.

引用

页码：34 / 44

页数：11

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