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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Applying Gamification for Digital Transformation to a Platform-Based Business
Author(s)
Chun-Yi Lin
Full-Text PDF
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DOI:10.17265/2328-2185/2019.03.005
Affiliation(s)
National Chengchi University, Taiwan
ABSTRACT
The study conducts a single
case study and inductive approach to explore how a famous hairdressing chain in
Taiwan transforms its business to a platform-centric enterprise in the digital era.
In order to deal with its employee resistance to digital transformation resulting from path dependence
and increase its employee’s engagement in driving digital transformation, gamification
is deployed. As a result, the company has reshaped five domains of its business
strategy—customer,
competition, data, innovation, and value to build a platform. The platform is the
key enabler in facilitating interactions among hairdressers and customers. The co-created
hairstyle designs will be the resource of this two-sided market formed by hairdressers
and customers in this sharing economy.
KEYWORDS
digital transformation, gamification, pipleline company, platform company
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