Strategies in online food delivery ecosystems. Characterization and evolution over time

Table of Contents

1 Introduction

2 Theoretical background

2.1 Existing research streams on the interdependence across organizations

2.2 Ecosystem research stream

2.2.1 Definition and characteristics of ecosystems

2.2.2 Types of ecosystems

2.2.3 Characteristics of platform-based ecosystems

2.2.4 Value creation and value capture in ecosystems

2.2.5 Ecosystem strategies

3 Research questions

4 Conceptual framework

5 Application of developed conceptual framework

5.1 Case context

5.2 Research methodology of multiple-case study

5.2.1 Case selection

5.2.2 Data collection

5.2.3 Data analysis

6 Empirical results

6.1 Launch strategy

6.1.1 Pizza.de

6.1.2 Lieferando

6.1.3 Lieferheld

6.1.4 Foodora

6.1.5 Deliveroo

6.1.6 Summary launch strategy

6.2 2007-2010: The lone rider

6.3 2011-2014: The arena fills up

6.4 2015-2018: The time for delivery logistics

6.5 2019-today: The chained monopolist

7 Discussion

7.1 Final evaluation

7.1.1 Review of conceptual framework

7.1.2 Review of empirical taxonomic framework

7.2 Answering the research questions

7.3 Managerial implications

7.4 Limitations

7.5 Further research

8 Conclusion

Research Objectives & Topics

This master thesis aims to develop and test a conceptual framework for understanding the evolution of competitive strategies in platform-based ecosystems over time. By analyzing five distinct cases in the German online food delivery (OFD) market, the research seeks to answer how competitive strategies between rival platforms evolve and how they can be systematically characterized.

• Dynamics of ecosystem competition
• Evolution of platform-based business strategies
• Framework for systematic ecosystem analysis
• Longitudinal multiple-case study of the German OFD market
• Integration of platform and ecosystem research

Excerpt from the Book

Summary of Chapters

1 Introduction: This chapter highlights the significance and rapid evolution of online food delivery (OFD) ecosystems, establishing the relevance of studying their competitive dynamics.

2 Theoretical background: This chapter reviews literature on interdependence across organizations, defines ecosystems and their types, and explores existing strategies for balancing competition and cooperation.

3 Research questions: This chapter derives the central research questions regarding how competitive strategies evolve and how they can be characterized, defining the unit of analysis.

4 Conceptual framework: This chapter introduces a three-phase model—build the pie, grow your slice, and capture the thickest layer—to describe the evolution of platform strategies.

5 Application of developed conceptual framework: This chapter details the case study context, research methodology, and the process of data collection and analysis within the German OFD market.

6 Empirical results: This chapter presents the longitudinal analysis of five OFD ecosystems, covering their launch strategies and development phases over time.

7 Discussion: This chapter reviews the developed frameworks against empirical findings, provides managerial implications, and outlines limitations and future research directions.

8 Conclusion: This chapter summarizes the key insights of the thesis, confirming the applicability of the three-step framework while noting the need for nuanced interpretations of cooperation.

Keywords

online food delivery, platform-based ecosystems, ecosystem strategy, competition, cooperation, business ecosystems, market evolution, network effects, value creation, value capture, longitudinal study, strategy framework, competitive advantage, platform economics, digital business.

Frequently Asked Questions

What is the core focus of this master thesis?

This thesis investigates the competitive strategies of rival platform-based ecosystems within the online food delivery (OFD) industry, specifically focusing on how these strategies evolve over time.

What are the central thematic areas covered?

The study covers the dynamics of platform-based ecosystems, the interplay between cooperation and competition (coopetition), the lifecycle of market growth, and strategic value capture.

What is the primary research goal?

The primary aim is to complement existing research by providing a conceptual framework that explains the temporal evolution of platform strategies through three distinct phases: building, growing, and capturing.

Which scientific methodology is applied?

The research employs a longitudinal, multiple-case study approach, analyzing five different OFD platforms in the German market through an inductive, theory-building lens.

What is the main topic of the empirical analysis?

The empirical part analyzes the historical development of platforms like Lieferando, Foodora, and Deliveroo in Germany, examining their launch strategies and shifts in their ecosystem configurations.

How can one define the key characteristics of this research?

Key characterizations include the focus on "platform-based ecosystems," the "three-step dynamic process" of strategy evolution, and the use of "empirical taxonomic frameworks" for evaluation.

What is the significance of the "pie" metaphor in this work?

The metaphor illustrates the strategy phases: "Building the pie" refers to market creation, "growing the slice" represents gaining market share, and "capturing the thickest layer" refers to achieving profitability.

Why did the author choose the German food delivery market as a case study?

The German market provides an excellent empirical setting due to its maturity, the presence of both "winners" and "losers," and the availability of diverse ecosystem configurations that have changed significantly over time.