Institutional logics and business models of digital niche marketplaces

IF 4.7 2区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Information and Organization Pub Date : 2025-05-29 DOI:10.1016/j.infoandorg.2025.100575

Patrick Holzmann , Patrick Gregori , Stephan Bohn , Georg Reischauer , Nicolas Friederici , Vili Lehdonvirta

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引用次数: 0

Abstract

While research on the business models of dominant digital marketplaces such as Amazon, TaskRabbit, and Uber has progressed in recent years, little is known about the business models of niche marketplaces despite their economic and social importance. Taking an institutional logic perspective, we examine how multiple logics shape the business models of digital niche marketplaces. Based on the comparative study of ten European digital niche marketplaces, we identify two business model archetypes that vary concerning problem complexity and the influence of institutional logics. The “concierge business model” is designed to efficiently solve simple location-bound problems through local networks. This model is dominantly shaped by the market logic and complemented by the corporate logic. By contrast, the “wizard business model” seeks innovative solutions to more complex problems by utilizing global networks. It is dominantly shaped by the professional logic and supplemented by the corporate and the market logic. Based on these insights, we develop a framework for the relationship between institutional logics and business models of digital niche marketplaces. Our study adds to research on the mechanisms and manifestations of institutional logics in business models and highlights the role of problem complexity, as well as contributing to better understand the distinctiveness of digital niche marketplaces.

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数字利基市场的制度逻辑和商业模式

虽然近年来对亚马逊、TaskRabbit和Uber等主流数字市场的商业模式的研究取得了进展，但人们对利基市场的商业模式知之甚少，尽管它们具有经济和社会重要性。从制度逻辑的角度来看，我们研究了多种逻辑如何塑造数字利基市场的商业模式。基于对十个欧洲数字利基市场的比较研究，我们确定了两种商业模式原型，它们在问题复杂性和制度逻辑的影响方面有所不同。“礼宾业务模式”旨在通过本地网络高效解决简单的位置约束问题。这种模式以市场逻辑为主导，以企业逻辑为补充。相比之下，“向导商业模式”通过利用全球网络来寻求更复杂问题的创新解决方案。它以专业逻辑为主，以企业逻辑和市场逻辑为辅。基于这些见解，我们为数字利基市场的制度逻辑和商业模式之间的关系开发了一个框架。我们的研究增加了对商业模式中制度逻辑的机制和表现形式的研究，突出了问题复杂性的作用，并有助于更好地理解数字利基市场的独特性。

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来源期刊

Information and Organization Multiple-

CiteScore

11.20

自引率

1.60%

发文量

期刊介绍： Advances in information and communication technologies are associated with a wide and increasing range of social consequences, which are experienced by individuals, work groups, organizations, interorganizational networks, and societies at large. Information technologies are implicated in all industries and in public as well as private enterprises. Understanding the relationships between information technologies and social organization is an increasingly important and urgent social and scholarly concern in many disciplinary fields.Information and Organization seeks to publish original scholarly articles on the relationships between information technologies and social organization. It seeks a scholarly understanding that is based on empirical research and relevant theory.