Description
Multi-sided platforms such as AirBnB, Uber and Amazon are particularly effective at connecting fragmented markets with high search costs from both the consumer and supplier sides, creating markets that would otherwise not exist. As a rule, such platforms are "asset-light" and scalable with virtually non-existent marginal costs, which makes such models successful and defensible business models. As soon as a critical mass of consumers and providers has formed on a platform, it is very difficult or even impossible for new competitors to penetrate the market. However, the dominant position of the platform provider, i.e. the company behind the platform, poses challenges for consumers and providers on the platform market. For example, platform providers tend to emphasise their own offers or sponsored offers in the search algorithm (so-called "self-preferencing") (Jürgensmeier & Skiera, 2025) or skim off large portions of revenue through commission fees, which increases prices for consumers (Li & Wang, 2025)
This seminar deals with problems arising from intermediation by platforms, primarily from the consumer perspective. Topics include (full list will be presented in the kick-off):
- Consequences of (mis)matching of players on platforms on engagement - qualitative analysis of (mis)matching of players on competitive online platforms
- Head vs. long tail strategies of premium brands on platforms - qualitative insights on customer perception regarding brand perception and platform circumvention
- Forward integration of platform operators into the complementor domain - impact on customer perception of platform-branded products
- Dark & Abusive Side of the Maker Economy? - Case study on Roblox and responsibility towards customers and providers on the platform by the platform operator
The seminar is aimed at students who are interested in innovative developments in marketing and would like to gain both theoretical and practical insights into platform-based business models.
Organisation
- Courses: Master seminar Services Management 1
- Scope: 3 SWS / 4 credits
- Language: German/English
- Examination: Written elaboration + presentation
- Kickoff date: TBA, seminar room of the AIP (Mühlenpfordtstr. 23, 6th floor)
Content: administrative and organisational aspects of the seminar as well as introduction to scientific work and the topic. - Contact: Jan Gremmel (Lecturer)
Please register for the Stud.IP event to receive information and news about the seminar. Further information (e.g. on the procedure and topic allocation) will be provided at the kick-off. The binding registration for the examination will take place via the TU-Connect portal as part of the kickoff event. Your presence at the kickoff is mandatory for participation in the seminar.
Stud.IP
