Redesigning the business model: from one-sided to multi-sided

Guy Parmentier () and Romain Gandia ()
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Guy Parmentier: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Romain Gandia: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: Purpose: this study examines the way to develop a multi-sided logic for existing business models. More precisely, the objective is to find rules for designing a multi-sided business model from a one-sided business model. Design/methodology/approach: given that BM literature and multi-sided literature do not address the complex issue of multi-sided business model design, we propose here a set of six redesign operations. These operations are built from a comprehension of the development and evolution of multi-sided platforms and their consequences for business model architecture. Several empirical cases illustrate each operation. Findings: a process of business model redesign is proposed with three phases: (1) setting-up a technological digital platform to support the multi-sided architecture, (2) identifying and engaging several customer groups on the platform and (3) linking the customer groups and structuring the revenue model. This process details the chronological order in which the redesign operations can be implemented to build a multi-sided BM. Practical implications: the importance of the stage of semi-finished development of the platform, the openness of digital content, reaching the critical threshold, and the combination of a dual economic model (free/paid) are highlighted. For managers, this provides better practices to successfully manage the business model redesign process. Originality/value: helps managers in companies, especially SMEs, to profit from a multi-sided business model by proposing a way to achieve it.

Keywords: business model; redesign; theory; practice; digital industries (search for similar items in EconPapers)
Date: 2017-04-18
Note: View the original document on HAL open archive server: https://hal.science/hal-02012041v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Published in Journal of Business Strategy, 2017, 38 (2), pp.52-61. ⟨10.1108/JBS-09-2016-0097⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02012041

DOI: 10.1108/JBS-09-2016-0097

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