Interactive Evolution of Marketing Functions between Platforms and Individual Business Operators

DOI Web Site 10 References Open Access

Bibliographic Information

Other Title
  • マーケティング機能をめぐるプラットフォームと個別事業者の相互作用的進化

Abstract

<p>This paper discusses the interactive evolution of marketing functions between platforms (PFs) and individual business operators. The purpose is to present a new model and hypotheses that differ from the “PF-centered view of the relationship between a PF and its complements,” upon which existing interaction-type platform studies basically rely. For this purpose, the paper conducts a case study of interactive development of customer-interaction functions between PFs and individual business operators in the restaurant chain industry. As a result of the case study, we argue the following propositions: marketing functions of interaction-type PFs and individual business operators develop through interactive competition for functional expansion; and individual business operators may collaboratively develop PF functions to take advantage of the network effects of the PF.</p>

Journal

References(10)*help

See more

Related Projects

See more

Keywords

Details 詳細情報について

Report a problem

Back to top