Die neuen Economies of Scope (Verbundeffekte) im Banking

Von Ralf Keuper

In der Wirtschaft können wir seit einiger Zeit die Entstehung großer digitaler Plattformen beobachten, die sich zwischen die Unternehmen und ihre Endkunden geschoben haben. Dadurch besteht die Gefahr, dass die Unternehmen den direkten Kontakt zu ihren Kunden verlieren. Erschwerend kommt hinzu, dass die großen Plattformen, wie Amazon, Apple und Alibaba, eine Branche nach der anderen ins Visier nehmen, wovon das Banking nur eine ist.

In der Vergangenheit galt es ausgemacht, dass Unternehmen eigentlich nur die Wahl zwischen den Economies of Scale (Skaleneffekte) und den Economies of Scope (Verbundeffekte) hätten. Die digitalen Plattformen heben diesen Widerspruch auf. Sie sind in der Lage, kostengünstig große Stückzahlen zu produzieren oder Services anzubieten und gleichzeitig Verbundeffekte (Hardware, Software, Logistik, Entertainment, Internet of Things, Banking, Marktplätze) zu realisieren.

Rückblickend betrachtet hat James Brian Quinn die Entwicklung der letzten Jahre hin zur Sharing Economy und Plattformökonomie bereits im Jahr 1992 in seinem Buch Intelligent Enterprise beschrieben. Ausschlaggebend für den Erfolg einer Volkswirtschaft seien künftig die Serviceindustrien und Servicetechnologien.

Note that it is not just information technologies, but service technologies developed across a wide spectrum, that have changed the entire structure of U.S. and world competition. Not only have service technologies revolutionized the U.S. economy, they have had the same impact in all other major industrialized countries. All these countries now increasingly compete as service economies. And service industries are becoming the bell-wetheres of all countries’ future international competitiveness and standards of living.

Durch die Serviceorientierung werden die Grenzen zwischen den Branchen durc…

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