Platform Model Design in the Food Sharing Economy: Decisions for Success: An Exploratory Multiple-case Study in the Food Secor

Abstract

The objective of this research is to gain insights on how platform model design decisions can impact the success of sharing platforms in the food sector. Using a qualitative research approach an exploratory multiple-case study was carried out. Case selection was based on a purposive sampling strategy, whereby 9 food-sharing platforms were selected based on variations in operating status, market orientation, customer segments, and the core value unit shared through the platform. Primary descriptive data was collected via an online investigation and organised according to the business model canvas which was mapped with multi-sided platform design considerations. The findings suggested that success is depended on the platform’s ability to establish trust between users, and the level of trust required is dependent on the type of food shared and whether the food sharer is a business or private individual.The contribution of this study is a guiding principle for food-sharing platform design: Where the food being exchanged has been subjected to a higher the level of preparation, the higher the platform design focus should be on establishing and building trust between peers such as strengthening governance rules to regulate participation. Similarly, the food sharer also plays a role in the platform model design decisions. Where the food sharer is a business entity, the less consideration is required on designing the governance system