2022 Volume 22 Pages 27-33
With the expansion of COVID-19 infection after 2020, the environment surrounding the food and beverageindustry is changing rapidly, and many restaurants are required to restructure their businesses. On the other hand, the food delivery service market is making great strides. Focusing on the Japanese food delivery service industry, this paper presents an analytical framework that categorizes platform business diversification strategies into four types: (1) Horizontal B2B expansion PF strategy, (2) Vertical B2B expansion PF strategy, (3) Horizontal B2C expansion PF strategy, and (4) Vertical B2C expansion PF strategy. We then clarified that the within-side network effects and the cross-side network effects are determinants of the diversification strategy of platform businesses through a comparative case analysis of Uber Eats and DEMAE-CAN.
