WITHIN AGGREGATORS: COMPETITIVE MOVES IN THE DELIVEROO ONLINE DELIVERY PLATFORM

Document Type

Conference Proceeding

Publication Date

1-1-2020

Abstract

Aggregators are platforms that also control a marketplace for the suppliers' innovations. Suppliers competing within aggregators are limited by the technology and governance rules of the platform owner. As a consequence, aggregators influence the type and complexity of competitive moves suppliers can implement. Our research investigates the drivers of suppliers' competitive advantage. We incorporate existing literature on competitive action to identify the categories of moves available to suppliers. Furthermore, we identify three types of orthogonal moves that are unique to competition within aggregators. Finally, we illustrate our advanced categorization in the context of a major food delivery platform. Our preliminary results confirm that suppliers, while bounded to resources exposed by the aggregator, have the opportunity to implement an heterogenous portfolio of moves in their pursuit of competitive advantage. This result calls for empirical research in the context of competition within aggregators in general, and food delivery platforms specifically.

Publication Source (Journal or Book title)

33rd Bled Econference Enabling Technology for A Sustainable Society Bled 2020 Proceedings

First Page

335

Last Page

348

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