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Managing Customers in Online Two-Sided Platforms: A Case of App-Cabs in an Emerging Economy

In: Services Marketing Issues in Emerging Economies

Author

Listed:
  • Megha Sharma

    (IIM Calcutta)

  • Subhasis Mishra

    (IIM Calcutta)

Abstract

This paper focuses on customer management in online two-sided platforms (OTSPs) in emerging markets such as India. OTSPs deal with two groups of customers, those availing platform for selling products or services and those buying these products or services. As the business model of OTSPs is built on network effect, using an existing model of platform business for developed markets, we show that in light of the challenges faced by customers in emerging markets, in the long run, it is beneficial for the platform to set welfare-maximizing prices instead of the myopic profit-maximizing prices.

Suggested Citation

  • Megha Sharma & Subhasis Mishra, 2020. "Managing Customers in Online Two-Sided Platforms: A Case of App-Cabs in an Emerging Economy," Springer Books, in: Atanu Adhikari (ed.), Services Marketing Issues in Emerging Economies, chapter 0, pages 15-22, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-8787-0_2
    DOI: 10.1007/978-981-15-8787-0_2
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