Institutional logics and business models of digital niche marketplaces
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In: Information and Organization, Vol. 35, No. 2, 100575, 06.2025.
Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - Institutional logics and business models of digital niche marketplaces
AU - Holzmann, Patrick
AU - Gregori, Patrick
AU - Bohn, Stephan
AU - Reischauer, Georg
AU - Friederici, Nicolas
AU - Lehdonvirta, Vili
N1 - Publisher Copyright: © 2024
PY - 2025/6
Y1 - 2025/6
N2 - While research on the business models of dominant digital marketplaces such as Amazon, TaskRabbit, and Uber has progressed in recent years, little is known about the business models of niche marketplaces despite their economic and social importance. Taking an institutional logic perspective, we examine how multiple logics shape the business models of digital niche marketplaces. Based on the comparative study of ten European digital niche marketplaces, we identify two business model archetypes that vary concerning problem complexity and the influence of institutional logics. The “concierge business model” is designed to efficiently solve simple location-bound problems through local networks. This model is dominantly shaped by the market logic and complemented by the corporate logic. By contrast, the “wizard business model” seeks innovative solutions to more complex problems by utilizing global networks. It is dominantly shaped by the professional logic and supplemented by the corporate and the market logic. Based on these insights, we develop a framework for the relationship between institutional logics and business models of digital niche marketplaces. Our study adds to research on the mechanisms and manifestations of institutional logics in business models and highlights the role of problem complexity, as well as contributing to better understand the distinctiveness of digital niche marketplaces.
AB - While research on the business models of dominant digital marketplaces such as Amazon, TaskRabbit, and Uber has progressed in recent years, little is known about the business models of niche marketplaces despite their economic and social importance. Taking an institutional logic perspective, we examine how multiple logics shape the business models of digital niche marketplaces. Based on the comparative study of ten European digital niche marketplaces, we identify two business model archetypes that vary concerning problem complexity and the influence of institutional logics. The “concierge business model” is designed to efficiently solve simple location-bound problems through local networks. This model is dominantly shaped by the market logic and complemented by the corporate logic. By contrast, the “wizard business model” seeks innovative solutions to more complex problems by utilizing global networks. It is dominantly shaped by the professional logic and supplemented by the corporate and the market logic. Based on these insights, we develop a framework for the relationship between institutional logics and business models of digital niche marketplaces. Our study adds to research on the mechanisms and manifestations of institutional logics in business models and highlights the role of problem complexity, as well as contributing to better understand the distinctiveness of digital niche marketplaces.
KW - Business model
KW - Comparative case study
KW - Digital marketplace
KW - Institutional logics
KW - Niche
KW - Transaction platform
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=105006762751&partnerID=8YFLogxK
U2 - 10.1016/j.infoandorg.2025.100575
DO - 10.1016/j.infoandorg.2025.100575
M3 - Journal articles
VL - 35
JO - Information and Organization
JF - Information and Organization
SN - 1471-7727
IS - 2
M1 - 100575
ER -