Reinartz et al 2019

Question 1

growth of online retail due to 4x

Answer 1

More and better information availability about a product
Larger product assortments
Greater transparency across vendors from the consumer’s perspective
Potentially lower prices because of lower fixed-cost operations

Question 2

New sources of value creation enabled by digital technologies 5x

Answer 2

automation: Automatic activities and processes
individualization: Personalized marketing efforts to individuals

ambiet embededness:Integration with customer routines and everyday life

iteraction:How customers and/or firms communicate & interact

transperancy and control Activities and processes that provide customers superior information, education, and product use

Question 3

source of value creation to consumer percevied benefts
automation:

individualization:

ambiet embededness:

iteraction:

transperancy and control

Answer 3

automation: convenience
individualization: relevance

ambiet embededness: ecxperiende

iteraction: empowerment

transperancy and control: savings

Question 4

A platform is a

Answer 4

digital intermediary that links external producers/sellers to consumers, thereby enabling “value-creating interactions“

Question 5

digital platorm example

Answer 5

airbnb youtube

Question 6

hybrid platforms example

Answer 6

microsoft, zalando, amazon

Question 7

pipeline business model

Answer 7

supplier, manufacturer, retailer, customer

Question 8

platform business model

Answer 8

seller (supplier, manufacturer, retailer) —-> direct interaction —-> customer

Question 9

Platform characteristics:

Answer 9

Mediation
Autonomy
Network effects
Digital infrastructure