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The Role of Global Networks in Multi-Sided Platform Business Model Development by International Sportswear Companies on the Example of Nike Inc.

Student: Iuliia Tsvetkova

Supervisor: Nina Mihaylovna Liubakova (Vladimirova)

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

The research provides the following hypothesis: International sportswear companies, while creating their own or participating in existing multi-sided platform business model, should consider the impact of global networks, which creating multiple touch points, through which participants capture value. Thus, these touch points should be managed through brand ecosystem approach. The ultimate goal of managing value networks is "lock" a consumer in the ecosystem. The research consists of three chapters. The first part is devoted to the theoretical overview of global networks, the concept of brand ecosystem, types of participation of international companies on multi-sided platform business model and the challenges they possess for an established brand. The research consists of three chapters. The first part is devoted to theoretical overview of global networks, the concept of brand ecosystem, types of participation of international companies on multi-sided platform business model and the challenges they possess for an established brand. In the second chapter we provide the case-study of sporting goods company participation in multi-sided platform business model on the example of Nike Inc. The third chapter provides a summary of the research findings and research limitations.

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