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Creating Value from the Outside In or the Inside Out: How Nascent Intermediaries Build Peer-to-Peer Marketplaces

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dc.contributor.authorKyprianou, Christina
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2025-02-24T16:42:30Z
dc.date.available2025-02-24T16:42:30Z
dc.date.issued2018-10-04
dc.description.abstractPeer-to-peer marketplaces have fueled the growth of the sharing economy. Despite their proliferation, little systematic evidence and theory exists on how nascent intermediaries build this particular two-sided market. I examine this process through a value creation lens, focusing on how nascent intermediaries govern producers’ and consumers’ participation. Emerging insights from a theory building multi-case study suggest nascent intermediaries’ governance choices are associated with controlling supply-side heterogeneity and cross-side interactions, albeit to a different extent (low, high, or balanced). Shifts in intermediaries’ intensity of control over time reveal two alternative value creation processes. Intermediaries creating value “from the outside in” transition from low to high control of both aspects of participation. They initially open participation to all willing producers while they support producers’ and consumers’ autonomy in determining the terms of their transactions, but subsequently enforce strict control so as to encourage producers’ and consumers’ conformity to desirable behaviors. Alternatively, intermediaries creating value “from the inside out” continuously balance low and high control of at least one aspect of marketplace participation. They initially recruit a qualified core of producers, who they later leverage to recruit more qualified ones. At the same time, they transition from low to balanced control of cross-side interactions by leveraging producers’ and consumers’ resources and contributions. These findings highlight the unique value creation challenges in peer-to-peer marketplaces as well as the evolving role of intermediaries and customers in value creation. Implications for research on business models and value cocreation are also discussed.
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dc.description.statusPublished
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dc.identifier.citationKyprianou, C. 2018. Creating value from the outside in or the inside out: How nascent intermediaries build peer-to-peer marketplaces. Academy of Management Discoveries, 4(3): 336–370. https://doi.org/10.5465/amd.2017.0081
dc.identifier.doihttps://doi.org/10.5465/amd.2017.0081
dc.identifier.issn2168-1007
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3598
dc.issue.number3
dc.journal.titleAcademy of Management Discoveries
dc.language.isoen
dc.page.final370
dc.page.initial336
dc.page.total61
dc.publisherAcademy of Management
dc.relation.departmentEntrepreneurship
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
dc.subject.keywordSharing economy
dc.subject.keywordValue creation
dc.subject.keywordPeer-to-peer marketplaces
dc.subject.keywordMulti-sided platforms
dc.subject.keywordQualitative research methods (general)
dc.subject.keywordStrategy process
dc.subject.keywordBusiness models
dc.titleCreating Value from the Outside In or the Inside Out: How Nascent Intermediaries Build Peer-to-Peer Marketplaces
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number4
dspace.entity.typePublication
relation.isAuthorOfPublication077baa2c-a507-429d-b0a5-e3b2539fea0b
relation.isAuthorOfPublication.latestForDiscovery077baa2c-a507-429d-b0a5-e3b2539fea0b
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