Business model archetypes for data marketplaces in the automotive industry: Contrasting business models of data marketplaces with varying ownership and orientation structures

R. Bergman, A.E. Abbas*, Sven Jung, C. Werker, G.A. de Reuver

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)
27 Downloads (Pure)


Policymakers and analysts are heavily promoting data marketplaces to foster data trading between companies. Existing business model literature covers individually owned, multilateral data marketplaces. However, these particular types of data marketplaces hardly reach commercial exploitation. This paper develops business model archetypes for the full array of data marketplace types, ranging from private to independent ownership and from a hierarchical to a market orientation. Through exploratory interviews and case analyses, we create a business model taxonomy. Patterns in our taxonomy reveal four business model archetypes. We find that privately-owned data marketplaces with hierarchical orientation apply the aggregating data marketplace archetype. Consortium-owned data marketplaces apply the archetypes of aggregating data marketplace with additional brokering service and consulting data marketplace. Independently owned data marketplaces with market orientation apply the facilitating data marketplace archetype. Our results provide a basis for configurational theory that explains the performance of data marketplace business models. Our results also provide a basis for specifying boundary conditions for theory on data marketplace business models, as, for instance, the importance of network effects differs strongly between the archetypes.
Original languageEnglish
Pages (from-to)747-765
Number of pages19
JournalElectronic Markets
Issue number2
Publication statusPublished - 2022


European Union’s Horizon 2020 Research and Innovation Programme, under Grant Agreement no 871481 – Trusted Secure Data Sharing Space (TRUSTS)


  • Business data sharing
  • Data economy
  • Data markets
  • Business models
  • Taxonomy
  • Archetypes

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