JR Centre for Platforms and Digital Ecosystems

This JR Centre focuses on digital platforms and ecosystems in the context of home and living, and conducts interdisciplinary research into the dynamics that arise in this area.

Platforms and digital ecosystems, or “PDE” for short, act as intermediaries between providers and customers to facilitate transactions: Examples include online marketplaces that connect independent sellers with potential buyers, or holiday home rental services that connect guests with homeowners.

Developments related to platforms and digital ecosystems (PDEs) are remarkably impacting business models and consumer behaviour. Some of the world’s most successful companies are built on PDE, highlighting the significance of this development. Nevertheless, certain sectors—particularly in Europe—have remained largely unaffected by platform dynamics. One prominent example is the sector of home and living.

On the one hand, there are numerous specific needs and services in this area: In the context of residential living, these include services related to buying and selling property, financing, insurance, security, energy supply, and integrated smart-home technologies. In the wider environment, additional needs arise—for example in the areas of mobility (individual mobility and public transport), healthcare, retail, and leisure activities.

On the other hand, however, all these services are provided in a highly fragmented manner by different providers, and academic research has largely examined them individually. As a result, the potential of ecosystem-based service bundling has not yet been fully leveraged—neither economically nor in scholarly work. This is particularly notable given that, in many Asian markets, numerous PDE providers can already be observed that address a broad range of consumer needs in a coordinated, cross-industry and cross-company manner.

This is precisely where the JR Centre comes in, using an interdisciplinary approach from three business disciplines to research the dynamics associated with PDEs in the realm of home and living: the strategic management perspective addresses competitive strategy and business model development in the context of PDEs. From a customer management perspective, questions regarding acceptance, experience and perceived benefits are addressed. And in terms of brand management, PDEs pose challenges in terms of brand positioning, identity and awareness - aspects that, in turn, influence consumer behaviour in digital platforms and ecosystems.

In short, this JR Centre aims to conduct a comprehensive analysis of the complexity of platforms and digital ecosystems in the realm of home and living. Based on this research, sustainable innovations in the PDE sector can be developed in the future that will benefit both commercial partners and the economy as a whole - and thus Austria as a business location.