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Lookup NU author(s): Dr Varqa Shamsi BaharORCiD
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This thesis aims to explore how hotels work with multi-sided platforms. Drawing on the relational perspective of resource based theory, this thesis first investigates how hotels simultaneously cooperate and compete (coopetition) with platforms, and subsequently explores cooperation with platforms (platform integration) in greater detail. Using a grounded theory approach, insights from 46 managerial interviews were collected and analyzed. The findings from these analyses are presented as three inter-linked studies. The first study focuses on the concept of coopetition, the ability to blend cooperation and competition in business relationships. This study is amongst the first to illustrate how hotels can balance cooperation and competition when working with platforms so that neither force dominates the other. A novel conceptual framework is presented to highlight the resources and managerial activities required to attain coopetition balance. The second study examines how hotels pursue coopetition with platforms close to the customer interface in areas such as marketing and sales. While prior research focuses on coopetition far from the customers (e.g., in procurement), this study is among the first to investigate coopetition near the customer. A novel conceptual framework is developed showing how coopetition patterns vary depending on the level of tension between hotels and platforms. The findings show that, contrary to current views, coopetition patterns are not competition dominant close to the customer. Rather coopetition patterns range between cooperation and competition-dominant approaches based on tension levels. The third study introduces a new concept coined “platform integration,” defined as the ability of hotels to enact coordinating and learning capabilities to align their operations with platforms. While prior research primarily focuses on channel integration capabilities to manage ii channels, this study shows that those capabilities are inadequate for hotels to deal with platforms. Instead, this study proposes platform integration as a specialized capability to effectively work with platforms. This thesis is practically relevant and timely. As we witness a proliferation of platforms in the hospitality industry, this thesis offers practical recommendations to hotels, platform firms, and policymakers on strategies for successful hotel-platform relationships. Finally, the limitations of the research are explained, and important future research themes are presented.
Author(s): Bahar VS
Publication type: Report
Publication status: Published
Series Title:
Type: PhD Thesis
Year: 2022
Pages: 1-258
Online publication date: 18/01/2022
Acceptance date: 18/01/2022
Institution: The University of Auckland
Place Published: Auckland, New Zealand
URL: https://researchspace.auckland.ac.nz/handle/2292/58051
