Browsing by Author "Gerwe, Oskana"
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Publication Corporate brand and hotel performance: A resource-based perspective(Elsevier, 2019-05-15) Silva, Rosario ; Gerwe, Oskana ; Becerra, Manuel ; https://ror.org/02jjdwm75Based on resource-based theory (RBT), our study analyzes the conditions that make the corporate brand have a greater impact on firm’s performance. Using a five-year panel of Spanish hotels, our results confirm that hotels with corporate brand have greater profitability. In line with RBT, this effect is stronger when the corporate brand is more valuable for customers (i.e., for lower quality segment), when it is more difficult to imitate (i.e., older brands) and finally when it is exploited through specific organizational governance mechanisms (i.e., vertically integrated organization). Contrary to RBT, we found a negative effect of rarity on the performance of hotels that compete in the same city. More specifically, our results show that as more hotels use the corporate brand, the profits for the firms that compete nearby increase. Thus, the results provide support for RBT but it also provides novel ideas regarding the effect of rarity.Financiado por parcialmente: Ministerio de Economía, Industria y Competitividad Título: How do institutional forces shape firms' strategic decisions? Acrónimo: IFS Numero: ECO2016-77205-PPublication Entry of Providers Onto a Sharing Economy Platform: Macro-Level Factors and Social Interaction(SAGE Publications, 2020-02-11) Gerwe, Oskana; Silva, Rosario; Castro, Julio de; https://ror.org/02jjdwm75Despite the recent proliferation of sharing economy platforms, little is known about what drives providers (individual people who own assets) to enter onto a sharing economy platform. The platform does not own the assets that underlie transactions but depends on individuals to provide them. In the burgeoning market of home rental properties, we investigate the role of macro-level factors to explain geographical differences in the number of entries of providers with diverse motivations onto a sharing economy platform. Using a sample of listings posted by property owners on the Airbnb platform across different cities in Spain between 2010 and 2015, we examine how social and economic motivations of providers interact with macro-level antecedents to affect their entry. We show that macro-level drivers have a different effect on the entry of providers depending on the degree of face-to-face interaction between host and guest. We find that industry growth and the availability of underused assets increase the entry onto the platform of hosts who have little face-to-face interaction with guests, while the strictness of regulation decreases their entry. By contrast, the entry of hosts with high face-to-face interaction with guests is not affected by these factors. We discuss theoretical and research implications of the role of social interaction in provider entry and offer practical advice for those in the sharing economy about the role of social interaction in driving providers onto their platforms. The research reported in this paper was partially funded by the Spanish Ministry of Economy and Competitiveness and European Regional Development Fund (ERDF) Grant ECO2016-77205-P.Publication Inquiry into Digital Peer-to-Peer Platforms(Edward Elgard, 2023-05-18) Silva, Rosario; Gerwe, Oskana; https://ror.org/02jjdwm75Peer-to-peer (P2P) platform businesses are an increasingly prevalent form of exchange that are becoming more diverse as they span across different industries. For the research on P2P platforms to move forward, it is important to have a clear view of what we understand under P2P platforms and how we can systematically conceptualize their heterogeneous universe. This conceptual paper has three objectives. First, it provides a definition of P2P platforms. Second, it develops a systematic classification of P2P platform businesses based on three salient dimensions: 1) asset that underlies the transaction (physical, human, digital asset or money); 2) mode of transaction (only online or online plus offline); and 3) monetary compensation (present or absent). Third, it maps the landscape of digital strategies that P2P platforms can use in order to attract, match and retain peer-providers and consumers.Publication Micro Entry Theory Understanding the Drivers and Effects of the Entry of Micro Players in the Context of Digital Platforms(Wiley, 2023-08-07) Silva, Maria Rosario; Gerwe, Oskana; Agencia Estatal de Investigación; https://ror.org/02jjdwm75Digital platforms have facilitated the entry into the market of micro players, a subcategory of specialists formed by individuals offering products and services on a very small scale. This study builds on previous research on micro players' entry, to formalize, validate, and expand a theory of micro entry that helps to explain the market dynamics when micro players use digital platforms to enter the market. We (1) examine how macro-economic conditions influence the entry of micro players and specialists and (2) investigate the differential effects of the entry of micro players and specialists on the generalists' performance. Our setting is the accommodation industry in Spain, in which generalists are represented by dominant hotels and micro players and specialists by occasional and regular operators who entered the market through Airbnb. We find that the entry of micro players into the market through digital platforms is driven by high unemployment rates and platform legitimacy, factors that do not similarly influence the entry of specialists. Additionally, the results show that the entry of specialists decreases generalists' performance, while micro players' entry is complementary.Publication The Pandemic's Impact on Digital Platform Businesses(EIX, 2021-02-04) Silva, Maria Rosario; Gerwe, Oskana; https://ror.org/02jjdwm75The 21st century brought about an explosion of businesses built around digital platforms, which transformed markets and economies worldwide. The so-called platform revolution upended entire industries from retail (Alibaba, eBay), deliveries (Amazon), online payments (PayPal), food delivery (Just-Eat, FoodPanda, Deliveroo), freelance jobs (Freelancer, Upwork) to transportation (Uber, Blablacar) and accommodations (Airbnb). Until recently, the success of digital platforms seemed almost unstoppable, as continuously manifested by the number of suppliers, consumers, and transactions on such platforms. However, the Covid-19 pandemic made it painfully obvious that not all platform businesses are equally resilient when a global crisis hits. As Warren Buffett famously noted, “only when the tide goes out do you discover who’s been swimming naked.” The success of digital platforms has been predicated on the use of information technologies to efficiently connect and match suppliers with consumers. For example, an Airbnb property owner in Sydney can now be easily matched with a German tourist looking for accommodations in Australia, which would have been very difficult to arrange in the past. In this case, the platforms serve as facilitators or intermediaries of transactions between the two sides: setting the rules, providing the IT backbone, safe payment, and generating mechanisms of digital trust in the transaction. For example, Uber drivers and passengers mutually rate each other, which creates greater transparency and ensures quality in a peer-to-peer transaction. However, the Covid-19 pandemic brought about abrupt changes in the market environment and the economy at large. Shifts in demand and the radical measures taken by governments to combat the spread of the novel coronavirus created massive disruption in the business landscape with particular relevance for digital platforms.