The final chapter of this thesis presents its (8.1.) limitations and proposes potential areas for (8.2.) further research.
8.1. Limitations
The underlying objective of the study was to provide a comprehensive and holistic overview of incumbency in platform launches, in which certain limitations in terms of the applied methodology and findings were unavoidable. Based on the broad scope of three distinct but interrelated research areas and the cross-sectional nature of the study, an in-depth exploration of particular theoretical variables was limited. Nevertheless, the most important and expressive theory has been presented with regards to platform launches and startup alliances, which led to the initial theoretical framework. In light of this, a longitudinal case study would have been more favorable to investigate and include the influence of incumbency more thoroughly for the findings of this thesis (Saunders et al., 2009). A more extended research period, in turn, would have allowed to explore the launch process over a more extensive time span rather than looking at a status quo.
108 of 125 Besides this, a more significant number of clients, competitors, and startups directly and indirectly associated with the platform could have been investigated and included within a more extensive analysis of data.
Regarding validity, which is described as being concerned with the correlation between examined variables, it is noteworthy that the 2019–20 coronavirus pandemic affected the data collection process. One shortcoming has been the increased difficulty in finding appropriate interview partners, who were willing to invest time during the first weeks of the global precautionary lockdown measures. Another shortcoming has been the conduction of mostly virtual instead of personal interviews, limiting the ability of the scholars to react to non-verbal cues, emotions, and behavior (Saunders et al., 2009). What is more, some interviews were found to be shorter and less in-depth than others, which can be linked to the general uncertainty in the industry, caused by the coronavirus disease in 2019. In some cases, this led to less detailed descriptions of the individual phenomena, which might have influenced the conclusion to a certain extent. However, no evidence of larger misalignments was detected in the interviews.
Considering the reliability of the study, some limitations are caused by mainly anonymizing the collected primary data. This approach was perceived as indispensable, resulting from the competitive nature of the financial industry but, most importantly, the prevalent necessity of discretion and secrecy. The anonymization supported the research by reducing participants' biases, which can be caused if interviewees hide their genuine opinions and perspectives behind a specific agenda. In assuring critical interviewees, such as clients and startups, that statements cannot be traced back to them, it was ensured that they could speak freely. Nevertheless, this approach can entail the possibility that the study is subject to observer errors and biases, given the fact that the scholars gathered and interpreted the data in a specific way. Since the audio-recordings and data coding will not be made public, other scholars will not be able to access the interviews to challenge the execution and interpretation of the analysis. To combat the ramifications, the scholars strictly followed the theoretical framework, which, in turn, can imply that data is misinterpreted in order to fit into the perspective of the framework.
109 of 125 As this thesis is conducted as qualitative research, quantitative data could have been additionally collected to increase the reliability and validity of this paper. In order to draw more accurate conclusions, more data could have been triangulated for validation.
Investigating, for example, sensitivity towards openness and security in the scaling dilemma as well as price sensitivity of clients and third-party service providers regarding the monetization of the platform, could have substantially added to the elements of platform launch strategies of incumbents.
In applying a single case study, a thorough exploration of the underlying research question was achieved, however, the generalizability was somewhat reduced. By exclusively examining the case of SimCorp, with its particular clients and potential partners, the study focused on the launch of one platform of one incumbent. The fact, however, that the thesis is based on a holistic and critical case, allowed to amass information and derive legitimate deductions of comparable models, thus, enhancing the generalizability. Additionally, the results of the thesis are focused on the financial software industry, representing a B2B niche market. Other scholars, therefore, might experience limitations when applying the introduced framework to consumer or mass markets or other industries. Resultantly, considering the context of the thesis is essential when applying the framework in either practice or theory.
8.2. Further Research
By providing a holistic framework, the research questions proposed in this thesis and the so-far drawn findings can be tested and elaborated on in subsequent research. The further research proposed is twofold and comprises the (1) in-depth exploration of the variables determined in this thesis as well as (2) challenging and testing of the validity of the framework.
Concerning the addressed variables in this thesis – opportunities, challenges, and platform launch strategies – further research should primarily be placed on firm-level specific characteristics as this study was the first contribution to incumbency in platform launches.
In particular, the implications of an existing client base provide several opportunities for
110 of 125 continued research as the effects on, for instance, monetization are found to be an extensive topic per se and thus requite exhaustive exploration. Moreover, although startup alliances are frequently discussed in literature, engagement models in platform launch alliances provide an opportunity for further investigation. Research could, for example, examine:
o To what extent the existing customer base can be leveraged in creating network effects to overcome the 'chicken and egg problem'.
o How the network effects created through the existing customer base impacts the balancing of the subsidization needs of the clients with the startups' willingness in sharing revenues.
o The quantitative correlation of openness and security in the scaling dilemma.
o To what extent equity involvement in startup alliances is negatively correlating with platform scaling.
The findings from such studies would considerably advance the platform launch literature and have managerial implications for incumbent firms. Furthermore, such studies would expand and strengthen the validity of the framework and the proposed platform launch strategies. In contrast to theory, the study found that equity involvement in platform launch alliances is seen as a potential engagement model, irrespective of the limitation to scale and standardize operations. Therefore, more detailed research within this area could be of interest and pose a contribution to academic literature.
In challenging and testing the validity of the framework, further research could focus more on quantitative methods. Thereby, the framework should be applied to a sufficiently representative number of incumbents, which have launched or anticipate launching a platform. The same applies to clients and other platform agents, such as third-party providers. A quantitative study could additionally cover the assessment of the price sensitivity of the money and subsidy sides in adequately introducing a pricing strategy that achieves the optimal exploitation of the respective sides while promoting platform growth. Furthermore, a longitudinal multi-case study would allow to observe phenomena and specific development implied from the ideation phase of the platform throughout the
111 of 125 actual launch. Such research could be employed to determine whether the limitation of representativity impacted the validity of this master thesis.