How Bonapp Drives Future Development In Shanghai Through Bilingual Mobile Platforms

Background and Problem: Rapid technological developments are challenging organisations to compete in an entirely new way.Multisided platforms are matchmaking its way to building strong competitive advantages through network effects.China has empowered entrepreneurs which spurred an era where mobile applications can remote control everyday life.Regardless of vast advancement in technological intelligence,the cultural gorge between the Chinese and foreign community still exists and up until three years ago,when Bonapp entered the market,firms had rather chosen which side to attract than to confront the issue of starting to build a cross-cultural bridge.Purpose: The objective of this dissertation is to enlarge the understanding of the interrelation between bilingualism and merger of the Chinese native and Expatriate communities in a long-term perspective.To fulfil this purpose,the research question aims towards exploring above mentioned objective through the case of Bonapp,Shanghai’s first bilingual mobile restaurant review application.Method: The empirical findings were collected through a quantitative survey,and the result was based on the answers of the 305 respondents.In order to draw inferences and create generalisations,the collected data was analysed and compared to the theoretical framework.Results and Conclusion: This research found that bilingualism can ease conflicts evoked by cultural differences and solidly encourage consolidation.Specifically,Bonapp was recognised as a first introducer of bilingualism into the mobile restaurant review applications market in Shanghai.This research further suggests a correlation between increased cultural acceptance through greater exposure to it.At last,the importance of trust was also explored in this dissertation,suggesting it as fuel the publics’ perception of organisations reliability.