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An apple a day – how the platform economy impacts value creation in the healthcare market

Author

Listed:
  • Alexander Gleiss

    (University of Potsdam)

  • Marco Kohlhagen

    (University of Potsdam)

  • Key Pousttchi

    (wi-mobile Prof. Pousttchi GmbH)

Abstract

The healthcare industry has been slow to adopt new technologies and practices. However, digital and data-enabled innovations diffuse the market, and the COVID-19 pandemic has recently emphasized the necessity of a fundamental digital transformation. Available research indicates the relevance of digital platforms in this process but has not studied their economic impact to date. In view of this research gap and the social and economic relevance of healthcare, we explore how digital platforms might affect value creation in this market with a particular focus on Google, Apple, Facebook, Amazon, and Microsoft (GAFAM). We rely on value network analyses to examine how GAFAM platforms introduce new value-creating roles and mechanisms in healthcare through their manifold products and services. Hereupon, we examine the GAFAM-impact on healthcare by scrutinizing the facilitators, activities, and effects. Our analyses show how GAFAM platforms multifacetedly untie conventional relationships and transform value creation structures in the healthcare market.

Suggested Citation

  • Alexander Gleiss & Marco Kohlhagen & Key Pousttchi, 2021. "An apple a day – how the platform economy impacts value creation in the healthcare market," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 849-876, December.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:4:d:10.1007_s12525-021-00467-2
    DOI: 10.1007/s12525-021-00467-2
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    2. Philipp A. Toussaint & Scott Thiebes & Manuel Schmidt-Kraepelin & Ali Sunyaev, 2022. "Perceived fairness of direct-to-consumer genetic testing business models," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1621-1638, September.
    3. Edith Maier & Ulrich Reimer & Nilmini Wickramasinghe, 2021. "Digital healthcare services," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 743-746, December.
    4. Retiene, Roman, 2022. "Health-related activities of Big Tech," MPRA Paper 115080, University Library of Munich, Germany.
    5. Dal Mas, Francesca & Massaro, Maurizio & Rippa, Pierluigi & Secundo, Giustina, 2023. "The challenges of digital transformation in healthcare: An interdisciplinary literature review, framework, and future research agenda," Technovation, Elsevier, vol. 123(C).

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    More about this item

    Keywords

    Digital platforms; Platform economy; Healthcare market; Digital health; GAFAM; Value network analysis;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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