naa a22 4500 510760058 CHVBK 20180411083136.0 cr unu---uuuuu 180411e20130601xx s 000 0 eng 10.1007/s12525-012-0119-x doi (NATIONALLICENCE)springer-10.1007/s12525-012-0119-x Cloud computing adoption: an empirical study of customer preferences among start-up companies [Elektronische Daten] [Jonas Repschlaeger, Koray Erek, Ruediger Zarnekow] Cloud computing represents a paradigm shift to utmost scalable and flexible IT services. However, research related to preferences of certain customers concerning cloud services is scarce. Especially start-up companies with their limited capacities to implement and operate IT infrastructure and their great demand for scalable and affordable IT resources are predestined as customers of cloud based services. In this study, we apply a multi-method approach to investigate customer preferences among start-up companies. Based on a literature review and a market analysis of cloud service models, we propose a set of cloud provider characteristics. These properties were examined among 108 start-up companies and analyzed in three steps using factor analysis to define customer preferences, cluster analysis to identify customer segments and discriminant analysis to validate the identified clusters. The results show that start-ups can be basically divided in five clusters each with certain requirements on cloud provider characteristics. Institute of Information Management, University of St. Gallen, 2013 Cloud computing nationallicence Cloud adoption nationallicence Customer preferences nationallicence Start-up companies nationallicence Customer segmentation nationallicence Provider properties nationallicence Repschlaeger Jonas Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut Erek Koray Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut Zarnekow Ruediger Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut Electronic Markets Springer-Verlag 23/2(2013-06-01), 115-148 1019-6781 23:2<115 2013 23 12525 https://doi.org/10.1007/s12525-012-0119-x text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/s12525-012-0119-x text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Repschlaeger Jonas Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut NATIONALLICENCE 700 1- Erek Koray Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut NATIONALLICENCE 700 1- Zarnekow Ruediger Technische Universität Berlin, Straße des 17.Juni 135, Sekr. H93, 10623, Berlin, Germany aut NATIONALLICENCE 773 0- Electronic Markets Springer-Verlag 23/2(2013-06-01), 115-148 1019-6781 23:2<115 2013 23 12525 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer