Breaking market dominance from multi-sided market strategy: The case of Adobe
Date Issued
2014
Date
2014
Author(s)
Yang, Heng
Abstract
Two-sided market strategy, the strategy that develops an effective way to create a growing user base, is widely used nowadays especially in e-business. For an online company, it is indeed an useful way to keep the two distinct user groups getting larger, but some evidences suggest that once the company dominates the market and even becomes monopoly, it may deprive the rights and interest of the money side; while the clearly stake-separated business model makes the consumers hard to voice their indignation, because the huge user base that grounded on the subsidy side has no stakes connected with the money side. In this research, we take Adobe''s PDF (Portable Document Format) software as our research focal case. The analysis results show that customer loyalty can have significant impact on the degree of monopoly. The results can provide important contributions for multi-sided markets, both for firms and consumers.
Subjects
雙邊市場
多邊市場
反壟斷
顧客滿意度
顧客忠誠度
Adobe
Type
thesis
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ntu-103-R00725014-1.pdf
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