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Erfolgsstrategien im Plattformwettbewerb

  • Plattformwettbewerb
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Zusammenfassung

Die wirtschaftliche Bedeutung von Interaktionsplattformen, die zwei oder mehr Marktseiten miteinander verbinden, ist in der jüngsten Vergangenheit enorm gestiegen. Beispielsweise stehen Telekommunikations-, Internet-, Versorgungs-,Medien-, Videospiele-, Logistik-, Finanzdienstleistungs-, Computersoftware- und Reiseunternehmen im Plattformwettbewerb. Der wichtigste Unterschied zu anderen Branchen besteht dabei in der Bedeutung von Netzwerkeffekten, insbesondere Netzwerkkreuzeffekten. Dieser Beitrag arbeitet die wichtigsten Erfolgsfaktoren im Plattformwettbewerb heraus und zeigt, wie Unternehmen durch erfolgreiche Netzwerkmobilisierung, Plattformorganisation, Einklink- und Bündelungsstrategien Wettbewerbsvorteile gegenüber Konkurrenten erzielen können.

Abstract

The economic importance of industries which rely on platform-mediated networks to connect two or more market sides is rapidly increasing. Telecommunications, Internet, utilities, video games, logistics, financial services, media, computer software and travel agencies are only a small number of industry examples. The distinguishing economic feature of these industries is the importance of same-side and cross-side network effects. Which are the critical success factors in platform competition and how do platforms effectively compete against each other? This article tries to answer these and related questions by analyzing the major management challenges associated with network mobilization, platform organization and platform competition. In particular, the article shows how to price platform participation, when and to which degree a platform should be opened and how platform managers can gain competitive advantage by connecting their platforms to existing platforms and by bundling services within their platforms.

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Authors and Affiliations

  1. Lehrstuhl für Services- & Operationsmanagement, Institut für Strategie und Unternehmensökonomik, Deutschland

    Helmut Dietl

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  1. Helmut Dietl
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Correspondence to Helmut Dietl.

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Wir danken Martin Schmid und anonymen Gutachtern für die wertvollen Anregungen, die zur Verbesserung des Aufsatzes beigetragen haben.

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Dietl, H. Erfolgsstrategien im Plattformwettbewerb. Schmalenbachs Z betriebswirtsch Forsch 62 (Suppl 62), 63–83 (2010). https://doi.org/10.1007/BF03373747

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