The economics of platforms:

por BELLEFLAMME, Paul
[ Livros ]
Autores adicionais: PEITZ, Martin ; Autor
Publicado por : Cambridge University Press, (Reino Unido:) Detalhes físicos: 256 p. ISBN:9781108710749.
Assunto(s): Economia ; Plataformas
Ano: 2021 Tipo de Material: Livros
Tags desta biblioteca: Sem tags desta biblioteca para este título. Faça o login para adicionar tags.
Localização atual Classificação Exemplar Situação Previsão de devolução Código de barras Reservas do item
Biblioteca Agamenon Magalhães
330 B438t (Percorrer estante) 1 Disponível 2022-0061
Biblioteca Agamenon Magalhães
330 B438t (Percorrer estante) 2 Disponível 2022-0062
Total de reservas: 0

Contents
List of Figures
List of Tables
List of Cases
Preface
Getting Started

1 Platforms: Definitions and Typology
1.1 Within-Group Network Effects
1.1.1 Definition and Sources
1.1.2 Attraction Loops
1.1.3 Impacts on Platform Choices
1.2 Cross-Group Network Effects
1.2.1 Attraction Spiral
1.2.2 AttractionlRepulsion Pendulum
1.2.3 Attraction Spillover
1.2.4 Within - or Cross-Group Network Effects?
1.3 Platform Definition and Typology
1.3.1 A Definition of Platforms
1.3.2 What Is (and What Is Not) a Platform?
1.3.3 Different Types of Platforms

2 Ratings, Recommendations, and the Use of Big Data
2.1 Ratings and Reviews
2.1.1 A Source of Network Effects
2.1.2 Product Rating and Review Systems
2.1.3 Seller Rating Systems
2.1.4 The Informativencss of Ratings and Reviews
2.2 Recommendations
2.2.1 Product Recommender Systems and Popular Products
2.2.2 Product Recommender Systems and the Long Tail
2.3 Self-Reinforcing Effects of Big Data
2.3.1 Network Effects or Not?
2.3.2 Short-Term or Long-Term Effects?
2.3.3 Cost of Collecting and Analyzing Data

3 An Economic Primer on Network Goods Demand for Network Goods
3.1.1 A Simple Model with a Single Good and Two Users
3.1.2 Demand for a Network Good with Many Users
3.1.3 Dynamic Behavior, User Expectations, and Equilibrium Stability
3.2 Pricing of a Network Good
3.2.1 Pricing to Two Users
3.2.2 Pricing to a Continuum of Users
3.2.3 Pricing in the Presence of an Alternative Network Good
3.3 Strategies for Network Goods
3.3.1 Compatibility Decisions
3.3.2 Dynamic Pricing of Network Goods
3.3.3 First- or Second-Mover Advantage in Standard Wars?

4 Growing a Platform
4.1 Platform or Not Platform?
4.1.1 The Basic Trade-Off: Enabling vs. Controlling
4.1.2 Other Trade-Offs
4.1.3 How to Choose?
4.2 The Chicken-and-Egg Problem
4.2.1 Chicken or Egg: Which Should Come First?
4.2.2 Divide-and-Conquer Strategy
4.2.3 Seeding Strategies
4.2.4 Initial In House Production
4.3 Building Trust among Users
4.3.1 Asymmetric Information Problems on Platforms
4.3.2 Strategies to Address Trust Issues on Platforms
4.3.3 Trust and Network Effects
4.4 Platform Expansion
4.4.1 In-House Production: The Return
4.4.2 Growing in Adjacent Markets

5 Platform Pricing
5.1 Platform Pricing: The Basics
5.1.1 Prices? What Prices?
5.1.2 A Motivating Numerical Example
5.1.3 Pricing Distortions by a Monopoly Platform
5.2 The General Platform Pricing Problem
5.2.1 Transaction Fees on a Two-Sided Platform
5.2.2 Membership Fees on a Two-Sided Platform
5.3 Network Effects and Pricing Instruments
5.3.1 Constrained Two-Sided Pricing
5.3.2 Within- and Cross-Group Network Effects
5.3.3 Price Discrimination by a Platform
5.3.4 The Freemium Strategy
5.4 Pricing and the Formation of Users' Expectations
5.4.1 Observability of Prices
5.4.2 Committing to Participation Levels
5.4.3 Sequential Pricing and Participation

6 Platform Design
6.1 Another Look at Price Strategies and Network Benefits
6.1 .1 Product Variety and Price Levels
6.1.2 Seller Competition and Differentially Informed Buyers
6.2 Nonprice Strategies and Network Effects
6.2.1 Designing Rating and Recommended Systems
6.2.2 Behavioral Biases and Obfuscation
6.3 Platform Governance Regarding Sellers' Selling Strategies
6.3.1 Behavior-Based Pricing
6.3.2 Targeting
6.3.3 Should a Platform Authorize Sellers to Price Discriminate?
The Road Ahead
Bibliography
Index


Não há comentários para este material.

Acesse sua conta para postar um comentário.

Clique em uma imagem para visualizá-la no visualizador de imagem

    Biblioteca Agamenon Magalhães|(61) 3221-8416| biblioteca@cade.gov.br| Setor de Edifícios de Utilidade Pública Norte – SEPN, Entrequadra 515, Conjunto D, Lote 4, Edifício Carlos Taurisano, térreo