Лидо-генерирующее конкурентное сотрудничество на базе интернет-платформы: характеристики компании, влияющие на результат кооперации
Основной целью является выявление потенциального воздействия, которое может быть вызвано ведением сотрудничества на основе интернет-платформ среди компаний, работающих в одной отрасли, на эту отрасль.
Основные задачи: проанализировать существующую модель, которая используется как основной механизм генерации лидов, выявить основные характеристики компании, которые могут использоваться для формирования групп при создании коалиции для дальнейшего сотрудничества, внести изменения в существующую модель, добавив процесс выбора коалиции на основании характеристик компании, проанализировать, какие стратегии успешны при данной модели, определить влияние характеристик групп на общий перформанс коалиции.
Основные результаты работы: определенный набор характеристик и разделенные на кластеры группы, определяющие успех коалиции, модель, которая учитывает формирование групп на основании определенных параметров, выявление влияния формирования групп на перформанс коалиции.
INTRODUCTION ………………………………………………………………………………………………………8
1. STATE-OF-THE-ART OF COOPETITION, COOPERATIONAL GAME THEORY AND PLATFORM BASED MARKETS …………………………………………………………………………………………………….9
1.1 Background ………………………………………………………………………………………………………..9
1.2 Coopetition ………………………………………………………………………………………………………..9
1.3 Cooperative game theory……………………………………………………………………………………. 13
1.4 Platforms and platform-based markets …………………………………………………………………. 18
1.5 Concept of Lead Generating Mechanism Model ………………………………………………………. 23
1.6 Characteristics affecting success…………………………………………………………………………… 23
1.7 Research problem, objectives and delimitation ………………………………………………………. 26
1.6 Summary of Chapter 1………………………………………………………………………………………………27
2. RESEARCH METHODOLOGY ………………………………………………………………………………….28
2.1 Starting point of the research and its research gap …………………………………………………..28
2.2 Design of a concept …………………………………………………………………………………………… 29
2.3 Agent-based model simulation…………………………………………………………………………….. 29
2.4 Data collection …………………………………………………………………………………………………. 30
2.5 Data analysis…………………………………………………………………………………………………………..31
2.5 Validation of the model ……………………………………………………………………………………… 32
2.6 Simulation software ………………………………………………………………………………………….. 32
2.7 Summary of Сhapter 2 ……………………………………………………………………………………….. 32
3. DESIGN OF A LEAD GENERATING INTERNET PLATFORM-BASED COOPETITION ……………….34
3.1 Identification of characteristics influencing group formation ……………………………………..34
3.2 Group formation ………………………………………………………………………………………………. 35
3.3 Description of lead generating internet platform-based coopetition ……………………………38
3.4 Coalitional partion stage …………………………………………………………………………………….. 40
3.5 Possible strategies of the companies …………………………………………………………………….. 42
3.6 Profit and ROAS…………………………………………………………………………………………………44
4. MODELING AND SIMULATION OF LGIPBC ……………………………………………………………….47
4.1 Model mechanics description………………………………………………………………………………. 47
4.2 Parameters for the simulation …………………………………………………………………………….. 50
4.3 Analysis of the simulation results ………………………………………………………………………… 54
5. CONCLUSIONS……………………………………………………………………………………………………57
5.1 Discussion of the findings …………………………………………………………………………………… 57
5.2 Managerial Implications …………………………………………………………………………………….. 58
5.3 Limitations ………………………………………………………………………………………………………. 58
5.4 Theoretical Implications and further research ………………………………………………………… 59
References……………………………………………………………………………………………………………61
6
Appendix 1. Company Profile Survey …………………………………………………………………………65 Appendix 2. Main parameters for simulation ……………………………………………………………..67 Appendix 3. Simulation results for different quality levels……………………………………………..68
Nowadays there can be detected a growing interest to the topic of coopetition as a strategy of inter-firm relationships. Actually, many companies are trying to start applying cooperation in their business models. In many scientific works, this concept is studied by the authors from the point of view of game theory, and also finds application in the implementation of Internet platforms.
Coopetion is now primarily debated from a destructive angle as to how other companies should run it. However, it seems hard to find research material to try to create a practical cooperation concept that might be implemented. Coopetition remains poorly discussed in terms of impacts that it can possibly produce on the scale of an industry.
In this work, the author continues the study (Shlegel, Zenkevich, 2016), which combines the concepts of coopetition, theory of games and two-side platforms to develop the idea of using competitive cooperation as a mechanism of generating lead. The author proposes to consider concepts that were not touched on in the previous work and expand the study to improve the model.
In a previous work, it was determined as limitations that a coalition is formed only on the basis of two characteristics: price and product quality. However, when evaluating the success of competitive cooperation, more critical indicators should be taken into account for a clearer picture of what the author explores in this paper.
Thus, the study of this topic is determined by the following order. After researching the literature, special attention was devoted to the characteristics of companies that influence the performance of cooperation. It was further updated and describes the design of a concept of a lead generating internet platform-based coopetition taking into account the identified characteristics. Next, the model is simulated in the AnyLogic 8. It was decided to use data that at some extent describes the Russian Digital market of year 2018. And in the final chapter the results and possible outcomes were defined.
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