Analyzing the Role of Value Chain in the Success of Business Platforms: A Study of Value Creation, Value Chain Type, Agility, and Network Effects Efficiency
Subject Areas : Jounal of Marketing Management
Majid Yousefi Babadi
1
,
جمشید عدالتیان شهریاری
2
*
,
Mohammad ali Afshar Kazem
3
1 - PhD in Entrepreneurship Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Professor, Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Associate Professor, Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Value creation, Network effects (First and Second Wave), Value chain, Agility, Platform,
Abstract :
This article examines the role and significance of value chains in platform business models, aiming to explore the impact of value creation, network effects (first and second waves), and agile value chains on platform business models. Emphasizing the three main models of "supplier- oriented," "consumer- oriented," and "facilitator," the qualitative research involves university professors and experts in the platform business domain, selected purposively through the snowball sampling method. Data collection tools include in-depth interviews, and a multi-method approach based on thematic analysis is utilized for data analysis. The study showcases how platform businesses effectively utilize various models to generate value for both producers and consumers. Additionally, it underscores the critical importance of agile management practices and the continuous enhancement of processes and interactions for ensuring the sustained success and growth of platform businesses. These foundational elements play a pivotal role in driving the evolution and expansion trajectory of platform enterprises.
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