Die Macht Digitaler Plattformen by Lorenz Gabriel
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Die Macht Digitaler Plattformen

Die Macht Digitaler Plattformen


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About the Book

Einige digitale Plattformen haben inzwischen eine kaum zu durchdringende Marktmacht aufgebaut. Diese ist ein Resultat ihres strukturellen Aufbaus als Vermittler zwischen Mitgliedern unter dem Einfluss von Netzeffekten sowie dem Skalierungs- und Hybridisierungspotenzial. Ergänzt wird diese strukturbedingte Marktmacht durch eine algorithmenbasierte Marktmacht, welche auf der Auswertung personenbezogener Daten und der Personalisierung von Inhalten basiert. Jene Plattform, welche die Daten ihrer Mitglieder am besten auswertet und auch die effektivste Personalisierung bietet, setzt sich im sog. »Race for Relevance« durch. Die Gründe der Marktmacht digitaler Plattformen werden unter betriebswirtschaftlichem Blickwinkel analysiert und die daraus entstehenden Herausforderungen diskutiert. Eine empirische Untersuchung analysiert die Präferenzen von Menschen zur Nutzung insb. von Content-Plattformen, welche als besonders daten-analytisch beschrieben werden können.


About the Author: Der AutorLorenz Gabriel war zwischen 2017 und 2023 wissenschaftlicher Mitarbeiter an der Professur für Marketing, Innovation & E-Business der Universität Trier. Zuvor studierte er von 2011 bis 2017 ebenfalls an der Universität Trier Betriebswirtschaftslehre (Bachelor und Master) und war zu Studienzwecken 2013 bis 2014 an der Universidad de Córdoba in Spanien und 2020 sowie 2022 als Gastdozent an der Babes-Bolyai-Universität in Cluj-Napoca in Rumänien.


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Product Details
  • ISBN-13: 9783658411527
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Möglichkeiten Und Konsequenzen Der Personalisierung
  • Width: 148 mm
  • ISBN-10: 365841152X
  • Publisher Date: 04 May 2023
  • Height: 210 mm
  • No of Pages: 384
  • Spine Width: 22 mm
  • Weight: 544 gr


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