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研究生： Sevim Sara Hohmeister
Sevim Sara Hohmeister
論文名稱： Recommendation on How to Enter the German Tiny House Industry with a Platform Business Model
Recommendation on How to Enter the German Tiny House Industry with a Platform Business Model
指導教授： 欒斌
口試委員: 欒斌
Pin Luarn
Ralf Dillerup
周子銓
Tzu-Chuan Chou
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 103
中文關鍵詞： Tiny Houses 、Platform Business Model 、Germany 、Industry Entry
外文關鍵詞： Tiny Houses, Platform Business Model, Germany, Industry Entry
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    • The aim of this research is to provide a recommendation on how to enter the German tiny house industry with a platform business model. This leads to the following main research question: ‘How could a new platform business model help to fulfill a present need of one or more participant groups of the German tiny house industry focusing on main residency?’ To answer this question a literature review and an industry analysis according to Porter’s Five Forces model are executed, complemented by expert interviews. The interviews are evaluated by applying a Qualitative Content Analysis by Gläser and Laudel. A lack of suitable properties for main residency can be identified, creating a significant discrepancy between demand and supply. This is strengthened by the industry analysis and confirmed by the expert interviews. The thesis recommendation is a platform that focuses on municipalities, which appear to be the key players with the highest potential to counteract the bottleneck. With the help of this business model, municipalities can be provided with all information required to reduce the hindrance of providing (more) suitable properties. The industry is greatly unexplored and shows the necessity of any kind of contribution in this field.

    The aim of this research is to provide a recommendation on how to enter the German tiny house industry with a platform business model. This leads to the following main research question: ‘How could a new platform business model help to fulfill a present need of one or more participant groups of the German tiny house industry focusing on main residency?’ To answer this question a literature review and an industry analysis according to Porter’s Five Forces model are executed, complemented by expert interviews. The interviews are evaluated by applying a Qualitative Content Analysis by Gläser and Laudel. A lack of suitable properties for main residency can be identified, creating a significant discrepancy between demand and supply. This is strengthened by the industry analysis and confirmed by the expert interviews. The thesis recommendation is a platform that focuses on municipalities, which appear to be the key players with the highest potential to counteract the bottleneck. With the help of this business model, municipalities can be provided with all information required to reduce the hindrance of providing (more) suitable properties. The industry is greatly unexplored and shows the necessity of any kind of contribution in this field.

    Abstract II Acknowledgment III Index of Abbreviations VII List of Figures VIII List of Tables IX 1 Introduction 1 1.1 Research Background and Motivation 1 1.2 Research Purpose 3 1.3 Research Process 4 2 Literature and Research Review 6 2.1 Platform Business Models 6 2.1.1 Definitions of the Term ‘Platform’ 6 2.1.2 Exponential Network Effects of Platform Business Models 7 2.1.3 Characteristics of a Platform Business Model 9 2.1.4 Platform Types 10 2.2 State of the German Tiny House Industry Based on Porter’s Five Forces 12 2.2.1 Tiny House Definition and Characteristics 14 2.2.2 Buying Power: (Potential) Tiny House Residents 14 2.2.3 Supplier Power: Tiny House Builders 16 2.2.4 Supplier Power: Landowners, Land Agents and Municipalities 18 2.2.5 Threat of Substitutes: Other Forms of Living 21 2.2.6 Competitive Rivalry: Existing Tiny House Platforms 21 2.2.7 Threat of New Entries: Potential for New Platforms 23 2.2.8 Restrictions of Porter’s Five Forces 24 3 Methodology 26 3.1 Research Framework 26 3.2 Research Design 27 3.3 Interview Guide Development 27 3.3.1 Conceptional Operationalization 28 3.3.2 Instrumental Operationalization 30 3.3.3 Interview Questions 31 3.4 Quality Criteria 33 3.4.1 Impartiality 34 3.4.2 Reliability 34 3.4.3 Validity 34 3.5 Pre-Test of Interview Questions 35 3.6 Interview Partners 35 3.6.1 Selection of the Interview Partners 35 3.6.2 Socio-demographic Characters of the Interview Partners 36 3.6.3 Contact with the Interview Partners 36 3.7 Interview Conduct 37 4 Data Analysis 38 4.1 Selection of Interviews to Be Analyzed 38 4.2 Method of Transcription 40 4.2.1 Selective and Comprehensive Protocol 40 4.2.2 Application of the Selective and Comprehensive Protocol 41 4.3 Method of Evaluation with the Goal of Information 43 4.3.1 The Preparation of the Extraction 44 4.3.2 Extraction 49 4.3.3 Processing 51 4.3.4 Evaluation 52 5 Conclusion 63 5.1 Discussion 63 5.1.1 Comparison of Primary and Secondary Data Collection 63 5.1.2 Answers to the Research Questions 64 5.2 Recommendation on How to Enter the Industry with a Platform Business Model 68 5.2.1 Business Platform Idea 68 5.2.2 Industry Approach 69 5.3 Limitations 70 5.4 Contribution 71 References 73 Appendix 78 Appendix 01: Interview Minutes Template 78 Appendix 02: Interview Preparation Template 79 Appendix 03: Declaration of Consent Template 81 Appendix 04: Interview Protocol 01 82 Appendix 05: Interview Protocol 02 83 Appendix 06: Interview Protocol 03 84 Appendix 07: Interview Protocol 04 86 Appendix 08: Interview Protocol 05 87 Appendix 10: Interview Protocol 07 90 Appendix 11: Interview Protocol 08 91 Appendix 12: Interview Protocol 09 92 Appendix 13: Interview Protocol 10 93 Declaration of Honor 94

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