Klassifizierung digitaler Plattformen in der produzierenden Industrie anhand einer wertschöpfungsorientierten Perspektive

Description

Amazon, Airbnb, Apple, Facebook, or Uber - the success of companies with platform-based business models underlines the motivation for a detailed research on digital platforms. In the industrial context, however, there is a heterogeneous understanding of platforms and their market dynamics. As existing mechanisms from the product business are not directly transferable and research on digital platforms has so far mainly focused on the private consumer market, there is an explicit need for a fundamental investigation of digital platforms for the manufacturing industry.
The aim of this study is to classify digital platforms in the manufacturing industry into different, clearly defined platform patterns from a value-based perspective. As a result, eight platform archetypes were identified and described in detail: Transactional platforms (brokerage, e-shop and content platforms), the innovation platform archetype, the integrated platform and data exchange, SCM and collaboration platforms. The developed classification also serves as a foundation for deriving further insights into platform mechanisms and network effects.
As a contribution to practice, the results offer a structured and uniformly defined toolkit for understanding digital platforms in the manufacturing industry. For companies, the analysis show potential value propositions, revenue streams and possible types of network effects to be addressed for the strategic orientation of a current or future platform-based business model.