Naslov
Implications of Multi-Homing for Multi-Sided Platforms: A Literature Review

Autori
Vlašić, Goran ; Keleminić, Kristijan ; Živković, Fran

Izvornik
Global Business Conference 2022 Proceedings (1848-2252) 2022 (2022); 224-237

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Multi-homing, two-sided platforms, multi-sided platforms

Sažetak
Since Internet and digital technologies gave consumers and companies plenty of new possibilities and reshaped the context in which consumers are buying products, services and experiences, it is crucial for managers and researchers to address those new purchase decisions horizons. One of the hot topics in terms of digital marketing and business in general are platforms ; whether it is a traditional platform or a digital platform, it has gained popularity among businessmen and a lot of them are trying to define their businesses as platforms. Even though platforms have their goals of connecting as many individuals and organizations as possible in the pursuit of exploitation of network externalities consumers are often prone to not choose only one platform as their „go to “place for every solution that the platform offers. A concept which is known as a multi-homing is therefore coined, and it describes a situation where consumers are visiting more than one platform for the solution of the same problem. The manuscript explores how multi- homing creates platform, market and brand dynamics which shift competitive game to the level of platforms.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA