A study investigating the stage-by-stage pre-order platform strategies taking online pre-order catering platforms for example

Wen-Cheng Lu, Shieh-Liang Chen, Wen-Hong Chiu and Kuo Pin Li
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Wen-Cheng Lu: Department of Business Administration, Asia University, Taichung, Taiwan
Shieh-Liang Chen: Department of Business Administration, Asia University, Taichung, Taiwan
Wen-Hong Chiu: Department of Business Administration, Asia University, Taichung, Taiwan
Kuo Pin Li: Department of Business Administration, Asia University, Taichung, Taiwan

International Journal of Business and Administrative Studies, 2018, vol. 4, issue 6, 239-250

Abstract: Through online shopping, it is convenient and fast for consumers to find the products they need. Whats important is that online shopping is not limited by time and space and can effectively stimulate consumers online transactions and generate considerable revenue. For O2O pre-order catering, online catering reservation platforms have been set up since 1998, such as the Open Table, GH, Panera Bread, and Dunkin Donuts in the U.S. and EZTable and Weiby iStore in Taiwan, which all have created brand new and surprising experiences. However, these platforms need to implement the right platform strategies at the right time to stand out. This study enrolled successful online catering reservation platforms in the U.S., Germany, and Taiwan as the subjects to perform analyses. This study performed cross-analyses and inductions on multiple successful subjects, used the innovation diffusion model to analyze the operating strategies of these pre-order platforms based on the strategy model of Delta Model, summarized the critical factors affecting the sustainable operation of online platforms, and developed propositions that can be put into practice.

Keywords: Delta model strategy model; technological innovation theory; online pre-order (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2018:p:239-250

DOI: 10.20469/ijbas.4.10002-6

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