Strategic implications of the open-market paradigm under digital convergence: the case of small business C2C |
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| Authors: | Sunran Jeon So Ra Park L A Digman |
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| Institution: | (1) North Dakota State University, CBA 19 North Dakota State University, Fargo, ND 58105, USA;(2) University of Nebraska-Lincoln, 278 CBA University of Nebraska-Lincoln, Lincoln, NE 68588, USA;(3) University of Nebraska-Lincoln, 277 CBA University of Nebraska-Lincoln, Lincoln, NE 68588, USA |
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| Abstract: | This article presents the open-market paradigm in the context of digital convergence and proposes strategic directions for
open-market participants. Although not a new phenomenon, open market has become the most popular e-business model, linking
millions of buyer and seller individuals (Customer to Customer: C2C). This article examines the drivers of digital convergence
that enable the open-market paradigm and conducts industry and Blue Ocean analyses for open-market business. Finally, a real-world
application—the Cyworld market of Korea—is presented as an illustrative example. |
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| Keywords: | Customer to Customer (C2C) Open-market Business strategy Blue Ocean analysis Case study |
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