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Surrounded by middlemen - how multi-sided platforms change the insurance industry

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  • Key Pousttchi

    (University of Potsdam)

  • Alexander Gleiss

    (University of Potsdam)

Abstract

Multi-sided platforms (MSP) strongly affect markets and play a crucial part within the digital and networked economy. Although empirical evidence indicates their occurrence in many industries, research has not investigated the game-changing impact of MSP on traditional markets to a sufficient extent. More specifically, we have little knowledge of how MSP affect value creation and customer interaction in entire markets, exploiting the potential of digital technologies to offer new value propositions. Our paper addresses this research gap and provides an initial systematic approach to analyze the impact of MSP on the insurance industry. For this purpose, we analyze the state of the art in research and practice in order to develop a reference model of the value network for the insurance industry. On this basis, we conduct a case-study analysis to discover and analyze roles which are occupied or even newly created by MSP. As a final step, we categorize MSP with regard to their relation to traditional insurance companies, resulting in a classification scheme with four MSP standard types: Competition, Coordination, Cooperation, Collaboration.

Suggested Citation

  • Key Pousttchi & Alexander Gleiss, 2019. "Surrounded by middlemen - how multi-sided platforms change the insurance industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(4), pages 609-629, December.
    • Handle: RePEc:spr:elmark:v:29:y:2019:i:4:d:10.1007_s12525-019-00363-w
    DOI: 10.1007/s12525-019-00363-w
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    Cited by:

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    4. Sánchez, Marisa A., 2022. "A multi-level perspective on financial technology transitions," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    5. Maik Dehnert, 2020. "Sustaining the current or pursuing the new: incumbent digital transformation strategies in the financial service industry," Business Research, Springer;German Academic Association for Business Research, vol. 13(3), pages 1071-1113, November.
    6. Willem Standaert & Steve Muylle, 2022. "Framework for open insurance strategy: insights from a European study," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 47(3), pages 643-668, July.
    7. Albrecht Fritzsche & Alexander Bohnert, 2022. "Implications of bundled offerings for business development and competitive strategy in digital insurance," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 47(4), pages 817-834, October.
    8. Alexander Gleiss & Marco Kohlhagen & Key Pousttchi, 2021. "An apple a day – how the platform economy impacts value creation in the healthcare market," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 849-876, December.

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    More about this item

    Keywords

    Multi-sided platforms; Insurance industry; Value network; Digitalization; Customer ownership;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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