<?xml version="1.0" encoding="utf-8"?>
<export-example>
  <doc>
    <id>3365</id>
    <completedYear>2020</completedYear>
    <publishedYear>2020</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst/>
    <pageLast/>
    <pageNumber>20-29</pageNumber>
    <edition/>
    <issue>6</issue>
    <volume>37</volume>
    <type>article</type>
    <publisherName>Thexis Verlag, St.Gallen</publisherName>
    <publisherPlace/>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>1</belongsToBibliography>
    <completedDate>--</completedDate>
    <publishedDate>2020-01-01</publishedDate>
    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">The Blockchain's Impact on Digital Marketing Platforms</title>
    <abstract language="eng">The platform economy is booming. However, platform business models are &#13;
often based on powerful monopolies or oligopolies, leading stakeholders  &#13;
to look for more balanced ecosystems. As blockchain technology offers &#13;
decentralized solutions, it appears attractive for replacing such platforms. &#13;
However, many blockchain applications are still in an early stage. This paper &#13;
scrutinizes how the blockchain affects the platform economy and whether &#13;
relevant blockchain applications with product/market fit exist. The paper &#13;
draws on a qualitative mixed-method approach followed by a case analysis  &#13;
to develop a basic framework for assessing the impact of blockchains on &#13;
platform economies. The results are illustrated by means of a blockchain&#13;
based platform with a proven product/market fit. Options for incumbent  &#13;
firms to draw on this new infrastructure are outlined.</abstract>
    <parentTitle language="eng">Marketing Review St. Gallen</parentTitle>
    <identifier type="url">https://www.econstor.eu/bitstream/10419/276115/1/MRSG_2020_6_20-29.pdf</identifier>
    <identifier type="issn">1865-7516</identifier>
    <enrichment key="Reviewstatus">Begutachtet/Reviewed</enrichment>
    <enrichment key="opus.source">publish</enrichment>
    <enrichment key="opus.doi.autoCreate">false</enrichment>
    <enrichment key="opus.urn.autoCreate">false</enrichment>
    <author>Alexander Hahn</author>
    <author>Knackstedt Timo</author>
    <author>Philipp Sandner</author>
    <collection role="institutes" number="">Fakultät Betriebswirtschaft</collection>
    <collection role="Forschungsschwerpunkt" number="5">Digitalisierung &amp; Künstliche Intelligenz</collection>
    <collection role="institutes" number="">Ohm User Experience Center (Ohm-UX)</collection>
  </doc>
</export-example>
