IIIT Hyderabad Publications |
|||||||||
|
THE PROS SCALE A scale to aid early-stage product makers in picking the platform to launch their product/service on - developed from the learnings of real start-up’s journeyAuthor: Vennela Miryala Date: 2020-10-16 Report no: IIIT/TH/2020/85 Advisor:Ramesh Loganathan AbstractThe choice of platform to launch one’s product/service on in order to maximize the adoption the product/service gets with minimal marketing costs is a matter of high-stakes for product makers. This choice is especially tougher for startup founders or very early stage product makers as they often have highly limited resources and hence cannot afford to either launch on multiple platforms to maximise the opportunity for adoption or to launch on a single platform and get the decision wrong. Yet, it has been very tough and complicated for product makers to make this choice due to the lack of any framework or theoretical foundation enabling this decision. In this thesis, we attempt to create a scale that product makers can use to evaluate various platforms available to them and make the logical choice of platform in a pre-launch stage with minimal effort and costs. Through this thesis, we have evaluated seven factors namely Platform readiness index, Product platform fit, Perceived security, Perceived price, Contextual accessibility, Contextual modality compatibility and Degree of plasticity in an attempt to create a scale that product makers can use to make a decision regarding which platform would be ideal for them to launch their product/service on. These seven factors were arrived at through the learnings from the journey of a real startup, Bucker. The learnings from Bucker were further conceptually strengthened through a literature review. Two confirmatory studies were then conducted further to evaluate the validity of these seven factors to belong to the Pros Scale. The first study expanded the existing model Decomposed Theory of Planned behaviour and utilized the statistical tool structural equation modelling to answer whether or not the seven factors have an impact on the potential adoption a product/service would get when launched through a particular platform. The second study was in an attempt to answer if three of the factors, namely Degree of plasticity, Perceived security and perceived price, are differentiating between various platforms to ensure the parsimony of the PROS scale and utilized the statistical tool ANOVA for this. Through these studies, we were able to find substantial evidence for five factors namely Platform readiness index, Product platform fit, Perceived price, Contextual modality compatibility and Degree of plasticity to belong on the Pros scale . In addition to providing a practical scale early-stage product makers can use to evaluate the platform choices they have to decide which platform to launch their product/service on, we have also successfully expanded the existing D-TPB model to now include platform factors as significant influencers of the adoption and thus advancing the theoretical models in the information systems adoption research field. Full thesis: pdf Centre for Others |
||||||||
Copyright © 2009 - IIIT Hyderabad. All Rights Reserved. |