Integrating Agent Based Simulation in the Design of Multi-Sided Platform Business Model: A Methodological Approach

Abstract

The sharing economy emerged in recent years as a model disrupting the approach to traditional B2B and B2C value chains by giving access to underutilized resources at a fraction of the cost to whom cannot or do not want to buy new products. In this context, multi-sided platforms (MSPs) play the pivotal role of providing the environments and the technological infrastructures able to match make the needs of manifold user insisting on them. The manufacturing sector didn't remain untouched by this trend, but still struggle to set up the value drivers supporting companies in the change. How can companies move towards new business models based on MSPs? How can they be supported in the value creation by the platforms? Aim of the proposed study is to present a MSP platform and related ecosystem for the automation sector, designing its business model and analyzing the tackled limitations and potential improvements. The selected case study brought to the definition of a methodological approach to MSP business model design based on both qualitative and quantitative analysis of the dynamics ruling the platform ecosystem, combing a static conceptualization of the MSP business model canvas with an agent-based simulation model, for capturing and emulating the behavior of the MSP stakeholders with the purpose to validate the sustainability of the platform ecosystem.