It is crucial to classify SE initiatives to better understand such a multifaceted phenomenon. However, previous attempts to classify SE initiatives seem not to contemplate the full SE complexity. Therefore, this study proposes a new classification using a broad taxonomic approach. It started by systematically selecting a set of initiatives. Then, an intensive search on secondary data about the initiatives selected was conducted in order to identify relevant attributes. Next, the attributes identified were successively aggregated resulting in four attribute groups. In the end, each initiative was analysed from the perspective of each attribute group, resulting in five SE categories: commodity intermediary, wealth redistributor, unique-service intermediary, skill redistributor, and decentralized commodity intermediary. Findings suggest that generalizations from studies focused on specific initiatives might be problematic, entrepreneurs should consider the characteristics of different SE categories to design appropriate platforms, and policymakers should avoid regulating all SE initiatives in a homogeneous manner.
The case shows the dilemma faced by Marcel Gewerc, co-founder and CEO of Trinks.com, a company that offered a digital solution to facilitate the management of beauty salons and allow online booking of services. Faced with opportunities and threats from inside and outside the beauty industry, Marcel was evaluating alternatives to leverage his business. The case has been developed to stimulate discussions about envelopment mainly in Strategy disciplines in lato sensu and stricto sensu postgraduate courses in Business Administration, but it has also been tested with great success in undergraduate classes. It is expected that, at the end of the case discussion, students will be able to achieve the following learning objectives: (a) understand the platform business model (b) understand the exponential nature of digital platforms; (c) understand the business ecosystem concept; (d) understand the concept of adjacency of digital platforms; (e) understand envelopment strategies.
Resumo O caso relata o dilema enfrentado por Marcel Gewerc, cofundador e CEO da Trinks.com, empresa que oferecia uma solução digital para facilitar a gestão interna dos salões de beleza e permitir o agendamento on-line dos serviços. Diante de oportunidades e ameaças vindas de dentro e de fora da indústria da beleza, Marcel avaliava alternativas para alavancar seu negócio. O caso foi desenvolvido para estimular discussões sobre envelopamento, principalmente em disciplinas de Estratégia em cursos lato sensu e stricto sensu de pós-graduação em Administração, mas também foi testado com bastante sucesso em turmas de graduação. Espera-se que, ao final da discussão do caso, os alunos possam alcançar os seguintes objetivos de aprendizagem: (a) entender o modelo de negócio de plataforma (b) compreender a exponencialidade das plataformas digitais; (c) entender o conceito de ecossistema de negócio; (d) compreender o conceito de adjacência de plataformas digitais; (e) entender as estratégias de envelopamento.
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