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Business model archetypes for data marketplaces in the automotive industry

Author

Listed:
  • Rômy Bergman

    (Delft University of Technology)

  • Antragama Ewa Abbas

    (Delft University of Technology)

  • Sven Jung

    (University of St. Gallen)

  • Claudia Werker

    (Delft University of Technology)

  • Mark de Reuver

    (Delft University of Technology)

Abstract

Policymakers and analysts are heavily promoting data marketplaces to foster data trading between companies. Existing business model literature covers individually owned, multilateral data marketplaces. However, these particular types of data marketplaces hardly reach commercial exploitation. This paper develops business model archetypes for the full array of data marketplace types, ranging from private to independent ownership and from a hierarchical to a market orientation. Through exploratory interviews and case analyses, we create a business model taxonomy. Patterns in our taxonomy reveal four business model archetypes. We find that privately-owned data marketplaces with hierarchical orientation apply the aggregating data marketplace archetype. Consortium-owned data marketplaces apply the archetypes of aggregating data marketplace with additional brokering service and consulting data marketplace. Independently owned data marketplaces with market orientation apply the facilitating data marketplace archetype. Our results provide a basis for configurational theory that explains the performance of data marketplace business models. Our results also provide a basis for specifying boundary conditions for theory on data marketplace business models, as, for instance, the importance of network effects differs strongly between the archetypes.

Suggested Citation

  • Rômy Bergman & Antragama Ewa Abbas & Sven Jung & Claudia Werker & Mark de Reuver, 2022. "Business model archetypes for data marketplaces in the automotive industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 747-765, June.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:2:d:10.1007_s12525-022-00547-x
    DOI: 10.1007/s12525-022-00547-x
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    Cited by:

    1. Rainer Alt, 2022. "Electronic Markets on platform transformation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 401-409, June.
    2. Wirawan Agahari & Hosea Ofe & Mark Reuver, 2022. "It is not (only) about privacy: How multi-party computation redefines control, trust, and risk in data sharing," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1577-1602, September.
    3. Haifei Yu & Shanshan Zheng & Hao Wu, 2023. "User Privacy Awareness, Incentive and Data Supply Chain Pricing Strategy," Sustainability, MDPI, vol. 15(4), pages 1-24, February.

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    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • L89 - Industrial Organization - - Industry Studies: Services - - - Other
    • Z00 - Other Special Topics - - General - - - General

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