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Hybrid Business Platforms – Marketplaces of the Future

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  • Böger, Maximilian
  • Wecht, Christoph H.
  • Stalder, Céline

Abstract

The aim of this research report is to evaluate the potential of the new phenomenon of hybrid business platforms. Currently there is a development from fully digital platforms to "hybrid" platforms that are characterized by featuring digital and analog ingredients at the same time. Even more interestingly, new start-ups built around this hybrid value creation can be observed. Out of many examples of this kind, we highlight two – Jingle and b8ta.

Suggested Citation

  • Böger, Maximilian & Wecht, Christoph H. & Stalder, Céline, 2019. "Hybrid Business Platforms – Marketplaces of the Future," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(2), pages 38-44.
    • Handle: RePEc:zbw:hsgmrs:276030
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    References listed on IDEAS

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    1. Stremersch, S. & Tellis, G.J. & Franses, Ph.H.B.F. & Binken, J.L.G., 2007. "Indirect Network Effects in New Product Growth," ERIM Report Series Research in Management ERS-2007-019-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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