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《Platform Economics Essays on multi-sided businesses》David S. Evans著，2011

Preface ................................................................................................................................................ iii
Acknowledgements ........................................................................................................................... iv
Introduction......................................................................................................................................... vi
Part One: Economics of Multi-Sided Platform Businesses .............................................................. 1
Chapter 1: Industrial Organization of Two-Sided Platforms ......................................... 2
Chapter 2: Some Empirical Aspects of Multi-Sided Platform Industries ..................... 30
Chapter 3: How Catalysts Ignite: The Economics of Platform-Based Startups ........... 48
Part Two: Two-Sided Antitrust Economics ...................................................................................... 72
Chapter 4: Antitrust Economics of Multi-Sided Platforms .......................................... 73
Chapter 5: Two-Sided Market Defiition ................................................................... 135
Chapter 6: Defiing Markets that Involve Two-Sided Platform ................................ 161
Part Three: Web Based Platforms .................................................................................................. 192
Chapter 7: Economics of the Online Advertising Industry ........................................ 193
Chapter 8: The Online Advertising Industry: Economics, Evolution, and Privacy .... 226
Chapter 9: Web Economy, Two-Sided Markets, and Competition Policy ................. 254
Chapter 10: Antitrust Issues Raised by Global Internet Economy ............................. 261
Part Four: Payment Cards ............................................................................................................... 281
Chapter 11: More Than Money ................................................................................... 282
Chapter 12: Interchange Fees and Their Regulation ................................................. 314
Chapter 13: The Effect of Regulatory Intervention in Two-Sided Markets .............. 347
Part Five: Software Platforms ........................................................................................................ 375
Chapter 14: Invisible Engines ....................................................................................... 376
Chapter 15: Invisible Engines: Both Sides Now ........................................................... 382
Chapter 16: What’s Next in Payments: Invisible Engines ........................................... 410
Where Chapters Were Originally Published .................................................................................. 428
Bibliography..................................................................................................................................... 430

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