조직 생태학 관점에서 본 플랫폼 이해관계자들간의 상호 작용 및 전략 = Platform Interaction and Strategy from the Perspective of Organizational Ecology

다국어 초록 (Multilingual Abstract)

In order to provide theoretical guidance to research in platform strategy, we build the conceptual framework based on the organizational ecology and analyze symbiotic/competitive relationship between platform entities. Platform owner and service provider (i.e. complementors) make symbiotic relationship, where platform owner provide service provider user-base and platform resources such as marketing tools and platform technology, and service provider provide platform owner services which users utilize. In addition to symbiotic relationships, platform owner has competitive relationship with other platform owners, and service provider builds competitive relationship with other service providers. In these relationships, the strategy of platform owner affects service provider and service provider builds a strategy for their own survival and success. This type of interaction makes competitive dynamics in platform. However, previous platform literature focuses on strategies to enhance network effect from the perspective of platform owner. Thus, there is little attention on interaction among the service providers.
Using the framework based on community ecology of organizational ecology, we analyze interaction and strategy between platform owner and service provider in the viewpoint of platform openness strategy and platform pricing strategy. This research contributes to the literature of platform strategy by providing a theoretical framework based on organizational ecology to deeply understand the dynamics of platform.

국문 초록 (Abstract)

본 연구는 플랫폼 생태계 이해관계자간의 공생, 경쟁 관계를 분석하는 이론적 프레임을 구축하고, 플랫폼 제공자와 서비스 제공자간 상호 작용 및 전략을 연구했다. 플랫폼 제공자는 서비스 제공자에 사용자 기반을 제공하며, 서비스 제공자는 플랫폼 제공자에 서비스를 제공하며 공생 관계를 맺는다.
더불어 플랫폼 제공자, 서비스 제공자는 다른 플랫폼 제공자, 서비스 제공자와 경쟁 관계를 형성하며 다양한 상호작용을 만든다. 기존 연구들은 플랫폼 제공자 관점에서 네트워크 효과를 높이는 전략에 집중하고 있다. 본 연구는 조직 생태학의 커뮤니티 이론을 통해 플랫폼 개방, 가격전략에서 플랫폼 제공 자와 서비스 제공자간 상호 작용 및 상호 전략을 살펴보았다. 플랫폼 개방, 고가 가격 전락은 서비스 제공자를 늘리고, 이익을 늘리나, 서비스 제공자간 경쟁을 높이고, 서비스 제공자의 이익을 감소시켜 경쟁플랫폼으로의 이동을 촉진해 플랫폼 경쟁력을 약화시킨다. 이에 플랫폼 제공자는 서비스 제공자에 차별적인 플랫폼 자원 제공, 가격 정책을 펼치며 서비스 제공자는 싱글호밍을 통해 공생을 강화하거나, 멀티호밍으로 사용자 기반을 확대하며 플랫폼 생태계에 다양한 상호작용을 만든다.

참고문헌 (Reference)

• 1 ZDNET, "배달의민족, 배달 앱 시장서 27개월 연속 1위"
• 2 이투데이, "배달앱 고가 수수료에 방 빼는 중소가맹점들"
• 3 Chang, A., "Zynga Unleashes New Games and Its Own ‘With Friends’ Social Network"
• 4 Sun, M., "When does the Winner Take All in Two-sided Markets?" 6 (6): 2007
• 5 Rochet, J. C., "Two‐sided Markets: a Progress Report" 37 (37): 645-667, 2006
• 6 Parker, G. G., "Two-sided Network Effects: A Theory of Information Product Design" 51 (51): 1494-1504, 2005
• 7 Armstrong, M., "Two-sided Markets, Competitive Bottlenecks and Exclusive Contracts" 32 (32): 353-380, 2007
• 8 Ohashi, H., "The Role of Network Effects in the US VCR Market, 1978-1986" 12 (12): 447-494, 2003
• 9 Barnett, W. P., "The Organizational Ecology of a Technological System" 31-60, 1990
• 10 Athey, S., "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition" 2016
• 11 Ruef, M., "The Emergence of Organizational Forms: A Community Ecology Approach" 106 (106): 658-714, 2000
• 12 Rysman, M., "The Economics of Two-sided Markets" 12 : 125-143, 2009
• 13 Hannan, M. T., "The Ecology of Organizational Founding : American Labor Unions, 1836-1985" 91 : 910-943, 1987
• 14 Dobrev, S. D., "The Ecological Interdependence of Emergent and Established Organizational Populations : Legitimacy Transfer, Violation by Comparison, and Unstable Identities" 17 (17): 577-597, 2006
• 15 Gandal, N., "The Dynamics of Technological Adoption in Hardware/software Systems : The Case of Compact Disc Players" 43-61, 2000
• 16 Carroll, G. R., "The Demography of Corporations and Industries" Princeton University Press 2000
• 17 Schilling, M. A., "Technology Success and Failure in Winner-take-all Markets : The Impact of Learning Orientation, Timing, and Network Externalities" 45 (45): 387-398, 2002
• 18 Eisenmann, T., "Strategies for Two-sided Markets" 84 (84): 92-, 2006
• 19 Park, S., "Quantitative Analysis of Network Externalities in Competing Technologies:The VCR Case" 86 (86): 937-945, 2004
• 20 Chu, J., "Quantifying Cross and Direct Network Effects in Online C2C Platforms" 2015
• 21 Hagiu, A., "Pricing and Commitment by Two‐sided Platforms" 37 (37): 720-737, 2006
• 22 Eisenmann, T., "Platform-mediated Networks: Definitions and Core Concepts" Harvard Business School 2007
• 23 Parker, G. G., "Platform Revolution:How Networked Markets are Transforming the Economy and How to Make Them Work for You" WW Norton and Company 2016
• 24 Anderson, E. G., "Platform Performance Investment in the Presence of Network Externalities" 25 (25): 152-172, 2014
• 25 Carrillo, J. D., "Platform Competition: The Role of Multi-homing and Complementors"
• 26 Cennamo, C., "Platform Competition: Strategic Trade‐offs in Platform Markets" 34 (34): 1331-1350, 2013
• 27 Rochet, J. C., "Platform Competition in Two‐sided Markets" 1 (1): 990-1029, 2003
• 28 Hannan, M. T., "Organizational ecology" Harvard University Press 1993
• 29 Hannan, M. T., "Organizational Mortality in European and American Automobile Industries Part II : Coupled Clocks" 14 (14): 303-313, 1998
• 30 Boudreau, K., "Opening the Platform vs. Opening the Complementary Good? The Effect on Product Innovation in Handheld Computing" 2008
• 31 Eisenmann, T. R., "Opening Platforms: How, When and Why?" 2008
• 32 Boudreau, K., "Open Platform Strategies and Innovation: Granting Access vs. Devolving Control" 56 (56): 1849-1872, 2010
• 33 Carroll, G. R., "On the Historical Efficiency of Competition between Organizational Populations" 100 (100): 720-749, 1994
• 34 Freeman, J., "Niche Width and the Dynamics of Organizational Populations" 111 : 1116-1145, 1983
• 35 Katz, M. L., "Network Externalities, Competition, and Compatibility" 424-440, 1985
• 36 Landsman, V., "Multihoming in Two-sided Markets: An Empirical Inquiry in the Video Game Console Industry" 75 (75): 39-54, 2011
• 37 Idu, A., "Multi-homing in the Apple Ecosystem:Why and How Developers Target Multiple Apple App Stores" 2011
• 38 Hyrynsalmi, S., "Multi-homing in Ecosystems and Firm Performance: Does it Improve Software Companies' ROA?" 2016
• 39 Evans, D. S., "Invisible Engines: How Software Platforms Drive Innovation and Transform Industries" MIT press 2008
• 40 Parker, G., "Innovation, Openness, and Platform Control" 2017
• 41 Shapiro, C., "Information Rules: a Strategic Guide to the Network Economy" Harvard Business Press 2013
• 42 Parker, G., "Information Complements, Substitutes, and Strategic Product Design" 2000
• 43 Gawer, A., "Industry Platforms and Ecosystem Innovation" 31 (31): 417-433, 2014
• 44 Clements, M. T., "Indirect Network Effects and the Product Cycle:Video Games in the US, 1994-2002"
• 45 West, J., "How Open is Open Enough? : Melding Proprietary and Open Source Platform Strategies" 32 (32): 1259-1285, 2003
• 46 Gobry, P. E., "Facebook Basically Owns Zynga"
• 47 Nair, H., "Empirical Analysis of Indirect Network Effects in the Market for Personal Digital Assistants" 2 (2): 23-58, 2004
• 48 Hannan, M. T., "Dynamics of Organizational Populations: Density, Legitimation, and Competition" Oxford University Press 1992
• 49 Wade, J., "Dynamics of Organizational Communities and Technological Bandwagons : An Empirical Investigation of Community Evolution in the Microprocessor Market" 16 (16): 111-133, 1995
• 50 Clements, M. T., "Direct and Indirect Network Effects: Are They Equivalent?" 22 (22): 633-645, 2004
• 51 Lee, S., "Complementor-side Ecology and its Implications on Platform Strategy" 2018
• 52 Barron, D., "Competition, Deregulation and the Fortunes of Credit Unions" 1995
• 53 Armstrong, M., "Competition in Two‐Sided Markets" 37 (37): 668-691, 2006
• 54 Roughgarden, J., "Competition and Theory in Community Ecology" 583-601, 1983
• 55 Korn, H. J., "Community Ecology and Employment: Dynamics: A Study of Large Canadian Organizations 1985-1992" 73 (73): 1-31, 1994
• 56 Caillaud, B., "Chicken and Egg : Competition among Intermediation Service Providers" 309-328, 2003
• 57 Nutt, C., "Analysis: Microsoft on the Secrets of Marketing Halo 3"
• 58 Weyl, E. G., "A Price Theory of Multi-sided Platforms" 100 (100): 1642-1672, 2010