COVID-19如何影响创业公司平台商业模式的变化?Alloy案例研究

Rovian Dill Zuquetto, Graziela Molling
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引用次数: 0

摘要

目的-本研究旨在确定新冠肺炎对初创公司平台商业模式(PBM)的影响,考虑价值主张、价值创造和价值获取三个阶段的属性:新冠病毒前、新冠病毒期间和新冠病毒后。设计/方法/方法-这项归纳定性研究基于Alloy的纵向和单一案例研究,Alloy是一家巴西初创公司,由于COVID-19大流行而不得不改变其PBM。主要数据通过访谈收集,辅之以文件和视频等辅助数据。收集的数据是指2019年8月至2023年7月期间。数据分析采用内容分析法。由于新冠肺炎疫情,Alloy不得不通过修改其价值主张、价值创造和价值获取来改变其PBM,将重点从交易平台转移到创新平台。虽然可扩展性因COVID-19而下降,但PBM的变化使Alloy能够增加其网络外部性,这可以影响规模回报,并使其更接近PBM的成功。研究局限性/启示-作为局限性,本研究侧重于单个案例研究。虽然它是单一的,新的案例可以帮助支持我们的发现。独创性/价值-本研究的独创性依赖于能够在COVID-19期间遵循具有PBM的初创公司的步骤。作为补充,我们还开发了一个概念模型,以确定Alloy在PBM方面取得成功的变化和机会,这对学术界和实践者都有帮助。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How has COVID-19 influenced changes in a platform business model of a startup? Alloy’s case study
Purpose – This study aims to identify the changes in a startup’s platform business model (PBM) due to COVID-19, considering the properties of value proposition, value creation, and value capture in three periods: Pre-COVID-19, During COVID-19 and almost Post-COVID-19. Design/Methodology/Approach – This inductive qualitative research is based on a longitudinal and single case study of Alloy, a Brazilian startup that had to change its PBM due to the COVID-19 pandemic. Primary data was collected through interviews, complemented by secondary data such as documents and videos. Data collected refers to the period from August 2019 to July 2023. Data analysis was conducted following the content analysis approach. Findings – Due to the COVID-19 scenario, Alloy had to change its PBM by modifying its value proposition, value creation, and value capture, moving the focus from a transaction platform to an innovation platform. While scalability decreased due to COVID-19, the PBM changes allowed Alloy to increase its network externalities, which can influence return to scale and bring it closer to success with PBM. Research limitations/implications – As a limitation, this study focuses on a single case study. Although it is singular, new cases can help to support our findings. Originality/Value – The originality of this study relies on being able to follow the steps of a startup with a PBM during the COVID-19 period. In complement, a conceptual model was developed to identify Alloy’s changes and opportunities to succeed with its PBM, which can be helpful for academics and practitioners.
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