Paths and patterns of value capture innovation in sharing economy

Cecilia Grieco,Gennaro Iasevoli

doi:10.1057/s41272-022-00374-x

Abstract

The purpose of this research is to investigate value capture innovation in sharing economy platforms. Revenue management and pricing strategies are indeed pivotal aspects platforms should care about when (re)configuring their business models. A mixed-method investigation has been performed to achieve this goal: a longitudinal content analysis and a case studies analysis. Results from the first step of the research show that four main typologies of innovation emerge in the analyzed platforms. Furthermore, the case studies analysis reveals three main patterns (Network, Monetization, Lock-in) and the possible paths a platform can undergo when innovate its value capture mechanisms.

Highlights

The value capture process refers to the mechanism through which an organization defines the origin of revenues, the different ways to receive money in exchange for its services, as well as the pricing strategies and the cost structure of the organization (Osterwalder and Pigneur 2010)
The longitudinal analysis carried out to identify the changes in the variables of the value capture, highlights a first interesting information about platforms’ survival, basing on the numbers of platforms that were no more operating from one year to the subsequent
The research aims to increase the understanding about value capture innovation, that can be an important element in supporting platforms creating and maintaining their competitive advantage

Summary

Introduction

The value capture process refers to the mechanism through which an organization defines the origin of revenues, the different ways to receive money in exchange for its services, as well as the pricing strategies and the cost structure of the organization (Osterwalder and Pigneur 2010). Despite value capture is one of the three core processes of the business model of every organization, many of them might struggle to find the proper one, as capturing value is often much more difficult than creating it (Bock and George 2018). This emerges as being true for sharing economy companies, where the growing number do not correspond to the length of the lifespan these platforms enjoy (Plenter et al 2017; Täuscher and Kietzmann 2017). As for the path, the goal of this research is to shed light on the steps that might lead from a starting to an arrival point, consistently with a wider interest emerged in literature towards the identification of the paths of business model innovation (Hekkilä et al 2018; Muzellec et al 2015)

Objectives

Methods

Results

Conclusion