How to utilise transaction platforms on the seller’s side : A case study in the air freight industry
Fors, Peter (2020)
Fors, Peter
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe202102245920
https://urn.fi/URN:NBN:fi-fe202102245920
Tiivistelmä
Like many industries, the air freight industry is facing digital disruption. The air freight ecosystem is complex with many actors involved along the value chain. The air freight industry has been slow to adopt digitalisation, but new innovative digital solutions are slowly entering the industry. This thesis examines how sellers can leverage already existing transaction platforms to their advantage. In addition, it explains how digitalisation has led to platforms, how platform competition differs from product competition and how the value chains might be affected by platforms.
The research is divided into four parts. First, the topic was examined through a literature review where the concepts of digitalisation, value chain and platforms were studied and defined. Second, a thorough industry review was made using previous scientific research and industry reports. Third, a qualitative research was adapted to provide insights from top managers in the air freight industry. Last, based on the literature review and empirical study, answers to the research questions were discussed.
This thesis introduces what kind of strategic decisions need to be considered when a company is deciding on if they want to start to sell their products on a platform. The results highlight the necessity of sufficient data quality, increasing transparency, gaining new skills and technological know-how. Adopting platforms can enhance the digital value creation and efficiency of companies, encourage engagement, break industry silos, and release time to other value creating activities. Platforms can offer access to new markets, access to new customers, access new revenue and more efficiency in sales. Additionally, they can advance the company’s technological know-how and inspire to innovate.
The research is divided into four parts. First, the topic was examined through a literature review where the concepts of digitalisation, value chain and platforms were studied and defined. Second, a thorough industry review was made using previous scientific research and industry reports. Third, a qualitative research was adapted to provide insights from top managers in the air freight industry. Last, based on the literature review and empirical study, answers to the research questions were discussed.
This thesis introduces what kind of strategic decisions need to be considered when a company is deciding on if they want to start to sell their products on a platform. The results highlight the necessity of sufficient data quality, increasing transparency, gaining new skills and technological know-how. Adopting platforms can enhance the digital value creation and efficiency of companies, encourage engagement, break industry silos, and release time to other value creating activities. Platforms can offer access to new markets, access to new customers, access new revenue and more efficiency in sales. Additionally, they can advance the company’s technological know-how and inspire to innovate.