Success factors for on-demand platforms : a case study of online labor platforms
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2020Copyright
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Tämän pro gradu -tutkielman tavoitteena on tunnistaa tilausalustojen menestystekijät henkilöstönvuokrausalustojen kontekstissa tutkimalla kahta case-organisaatiota, jotka toimivat tilauksesta tapahtuvan työn mahdollistajina. Tilausalustat mahdollistavat palveluiden tilaamisen tarvittaessa nopealla aikataululla, kun asiakas kokee tarvetta. Nämä palvelut voivat vaihdella taksipalveluista henkilöstönvuokrauspalveluihin. Tilausalustat ovat mullistaneet perinteiset alat kuten edellä mainitut taksi- ja henkilöstövuokrauspalvelut ylivoimaisella nopeudellaan ja tehokkuudellaan. Yksi tunnetuimpia tällaisia alustapalveluita on Uber, joka mahdollistaa taksipalveluiden tarjoamisen tilausalustaa hyödyntämällä. Vaikka palveluiden tilaaminen sovellusten kautta on yleistynyt, valtaosa alustojen tarjoajista kohtaa haasteita yrittäessään menestyä. Tästä syystä menestystekijöiden tunnistaminen on toteuttamiskelpoinen aihe tutkia. Tämä tutkimus tarjoaa koottua informaatiota tilausalustojen palveluntarjoajille siitä, kuinka menestyä. Tutkimus tehtiin muodostamalla ensin kirjallisuuskatsaus. Tämän jälkeen toteutettiin empiirinen kvalitatiivinen monitapaustutkimus keräämällä case-organisaatioista tietoa verkkolähteistä. Case-organisaatioita olivat Coople ja Jobandtalent, jotka ovat menestyviä eurooppalaisia verkkotyöalustoja. Organisaatioilla on samalainen kasvupolku samalla toimialalla ja niitä voidaan luonnehtia tarkemmin tilaushenkilöstöalustoiksi, jotka fasilitoivat tilauksesta tapahtuvaa työtä. Tutkimuksessa tunnistettiin kahdeksan erilaista menestystekijäkategoriaa, joista jokainen koostuu vaiheista menestyksen saavuttamiseksi kategorian sisällä. Tilausalustan yleinen menestys johtuu onnistumisesta useassa näistä kategorioista ja hyvästä teknisestä pohjasta, joka tukee kasvua muilla osa-alueilla. Tutkimus ehdottaa kattavaa viitekehystä tilausalustojen menestykselle.
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The aim of this Master’s Thesis is to identify the success factors for on-demand platforms in the online labor platform setting by studying two case companies that facilitate on-demand work. On-demand platforms are facilitators of services that can be ordered when the customer perceives a need varying from a car ride to workforce. These platforms have revolutionized traditional industries such as staffing, taxi services and food delivery with their superior speed and efficiency. One of the most well-known on-demand platforms is Uber that facilitates on-demand taxi services. Even though it is getting more common to order services through platforms, there are still a quantity of on-demand plat- form companies struggling to succeed. Therefore, studying what leads to the success of two of the most successful on-demand platforms facilitating work, provides a viable topic to study further. As online labor platforms are becoming globally significant providers of work, they serve as an interesting research set- ting for the study. Nonetheless, this study will provide assembled information for on-demand platforms on how to succeed. The study was conducted by first forming a literature review. After this, an empirical qualitative multiple case study was conducted by gathering online data of two case companies. The case companies were Coople and Jobandtalent, successful European online labor platforms that share a similar path to growth inside the same industry and can be characterized more specifically as on-demand staffing platforms, that facilitate work on-demand. According to the study, there are eight different success factor categories, each consisting of steps to achieve success inside the category. The overall success for on-demand platform derives from being successful in various categories and having a solid technical base supporting the growth in other areas. The study proposes comprehensive framework for on-demand platforms to succeed.
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