Facoltà: Economia Aziendale e Management - Classe LM-77
Collocazione: 21668
Autore: Assini Federico
Data: 24/10/2023
Titolo: The evolution of the platform organisation: opportunities and challenges - Vittoria Assicurazioni S.p.A. case study
Relatore: Minelli Eliana Alessandra
Autorizzazione per la consultazione: NO
Le tesi si possono consultare unicamente in sede
The digital revolution has marked a profound transformation in organisational systems, with the emergence of platform-based business models representing a distinctive feature in contemporary markets. This thesis explores the evolution of platform-based organisations, highlighting the opportunities and challenges they present, with Vittoria Assicurazioni S.p.A. as a relevant case study. The research starts by defining the fundamental concepts of platform organisations. It calls the attention on their crucial role in the redefinition of product design, the transition from a goods-oriented to a service-oriented logic, the complexities of multilateral markets and their connection with the growing Sharing Economy. In addition, the transition from closed to open innovation logic, a distinguishing feature of platform-oriented companies, is explored. In the insurance industry context, the thesis examines the roots and fundamentals of insurance, together with its distinctive features. The main distribution channels within the insurance industry are analysed, highlighting the seismic impact of the digital revolution. The emergence of InsurTech as a disruptive force is taken into consideration, along with the new digital strategies that have redefined the landscape. The research methodology and critical research questions are then outlined, laying the foundation for an analysis of Vittoria Assicurazioni S.p.A: What are the challenges and opportunities of platform organisation in Vittoria Assicurazioni S.p.A.? What will be its future, and what will become of the vital intermediary players? What are the conditions for a successful implementation of a platform organisation in Vittoria Assicurazioni S.p.A.? The rich history of the company, its mission, vision, values, organisational structure and strategic approach are investigated. Particular attention is paid to the innovative efforts of Vittoria Assicurazioni S.p.A., providing context for the launch of its transformative platform-based initiative, Project KING. In conclusion, this thesis offers a comprehensive examination of the evolution of platform-based organisations within the insurance industry, drawing lessons from the Vittoria Assicurazioni S.p.A.’s case. The experience of Vittoria Assicurazioni S.p.A. demonstrates that maintaining a strategic synergy between the digital and physical worlds can be crucial for success in the insurance industry. The co-existence of digital platforms and traditional intermediaries offer unique opportunities to improve operational efficiency, optimise the customer experience and accelerate innovation. The lessons learnt from the case of Vittoria Assicurazioni S.p.A. reiterate the importance of viewing the evolution of platform-based organisations not as a threat to traditional intermediaries, but as a means to enrich their capabilities and strengthen their centrality in advising and managing customer relationships. This integrated approach promises to open new perspectives for the insurance industry, enabling companies to thrive in the digital age.
