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Économie organisationnelle des plateformes marchandes orientées consommateur : modèle théorique et expérimentation

Abstract : Digital platforms are a business model of the Fourth Industrial Revolution. Management Science gives holistic interpretations of the platform but lacks a generalizable theoretical consensus. Economics precise general mechanics, but are faced with the difficulty of modeling its entirety. This thesis proposes to the commercial platform as a whole through a bi-disciplinary approach between economics and management. In this monograph, a heuristic model theorizes the platform and provides a normative framework for the platform business model. An experiment simulates a platform with 1,740 participants. It tests the theoretical model and identifies rationalization, opportunism or attachment in this virtual commerce service. This research contributes to knowledge on digital platforms by showing that the platform is not a robotic organization in a market, nor an altruistic sharing space or an emblem of disintermediation. It however is a hybrid business model combining them as symbols and ideals encouraging each actor to generate value. This thesis articulates them and affirms the relevance of an organizational economics approach for this model. It moderates consumer power and reports multiple alliances, integrations and narratives of value. These phenomena are counter-intuitive to Classical Economics but are associated with Management Science. Platform tools, algorithms, have a symbolic influence allowing the determination of a marketing positioning of the platform, before an influence on the organizational structure of its merchant community.
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Submitted on : Friday, January 21, 2022 - 7:00:08 PM
Last modification on : Thursday, February 10, 2022 - 11:05:20 AM
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  • HAL Id : tel-03539622, version 1



Amélie Abadie. Économie organisationnelle des plateformes marchandes orientées consommateur : modèle théorique et expérimentation. Sociologie. Université Panthéon-Sorbonne - Paris I, 2021. Français. ⟨NNT : 2021PA01E032⟩. ⟨tel-03539622⟩



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