Main business models of Home-services Online-marketplace : a multiple-case study from America and Finland
Dao, Ngan Jr (2021)
Dao, Ngan Jr
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Home-services Online-marketplace (HS OMP) is a business grounded in a digital platform. It enables the independent users of the Demand and Supply sides to match and interact directly with each other for Home Services (HS) trading. OMPs nailed in the HS market are found in a growing number, thanks to the developments in the Internet, digital technologies, smartphone diffusion, the millennial generation, and the sole trader era. HS OMPs in America are mature and competitive, while Finland has few players in the game regardless of its attractive market. Creating a new HS OMP in Finland requires finding viable HS OMP's business models fitting the market. Moreover, diverse business models of HS OMP from a holistic perspective have been missing from studies. In order to fill this gap, this paper presents the main business models of HS OMPs from 5 successful case companies in America and 2 existing ones in Finland. The exploration of HS OMP's main business models is based on the theoretical framework and a multiple case study. On the one hand, the business model analysis of 7 case companies can be used to design viable business models as well as strategies for a new HS OMP in Finland. On the other hand, it can be used to uncover the subtle and innovative designs of the HS OMP business model in satisfying demand and supply sides simultaneously.