A business model for the digital B2C/B2B platform. The development based on an ecosystem

Master's Thesis from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: 1.0, AKAD University of Applied Sciences Stuttgart, language: English, abstract: This thesis deals with the development of a suitable business model for a digital platform in the AA company. For this purpose, a suitable process model with appropriate instruments for the development of an ecosystem-based platform must be found. What is the process for building a successful business model for a digital platform? This research question is at the center of our work. The master thesis is a contribution to the process of building an ecosystem-based digital platform. Two basic directions must be followed in the creation of a data-centric digital platform: The construction of a digital ecosystem and the establishment of a business model. Digital change brings with it many changes, including high dynamics and the need to react, pressure on companies to innovate, new distribution channels and complex relationships with customers and partners. Companies are focusing their strategic orientation on digital structures, planning horizons and market boundaries are expanding, and ecosystems and platforms are being created as a result. Digital platforms are seen as the foundation of future value creation systems; they coordinate supply and demand in an ecosystem. In order to achieve the primary research goal, the modal goals were formulated: Determination of the success factors as strategic guidelines for the business model of the digital platform; development of the procedural model for building the ecosystem and creation of a business model for the platform. The modal goals were assigned to the two fields of investigation. The findings on the success factors of the digital platform from investigation field 1 flow into investigation field 2, in which a business model for the digital platform is set up. The success factors were identified on the basis of a literature search. These were expanded in field of investigation 1 by evaluating the scientific works and studies available in the database and by subsequent group interviews.

Larissa Petersen, geb. 1975, wohnhaft in Freiburg im Breisgau, Studium Germanistik (Magister), BWL mit Schwerpunkt Marketing (Bachelor) und MBA mit Schwerpunkt 'Innovation und Entrepreneurship; Geschäftsmodellentwicklung". Business Developer, Coach, Business Trainer und Consultant in verschiedenen Bereichen der Unternehmens-, Organisations- und Persönlichkeitsentwicklung, Gründerin von ConsultingForce und Dozentin bei AKAD University Stuttgart für strategisches und internationales Marketing.