Sharing Economy Readings for Final Paper Flashcards
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019).
Marketing in the sharing economy. Journal of Marketing, 83(5), 5-27.
https://doi.org/10.1177/0022242919861929
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019).
Marketing in the sharing economy. Journal of Marketing, 83(5), 5-27.
https://doi.org/10.1177/0022242919861929
At its core, marketing enables exchange between buyers and sellers
Traditionally, these exchanges have involved the permanent transfer of ownership
However, the digital revolution has enabled buyers and sellers to exchange offerings that increasingly render temporary access rather than permanent ownership
Examples of sharing economy
This revolution has proliferated across a wide range of products and services, including transportation (e.g., Lyft), lodging (e.g., onefinestay), clothing (e.g., Rent the Runway), financial services (e.g., Transferwise), food services (e.g., Deliveroo), and office space (e.g., WeWork)
Uber
AirBNB
Zipcar
several platforms for sharing yachts have recently emerged (e.g., Boatbound, Boatsetter). Likewise, peer-to-peer lending platforms (e.g., Prosper, LendingClub) are gaining traction, and sharing platforms are expanding in business-to-business contexts in industries such as workspaces (e.g., Vrumi, WeWork) and machinery (e.g., Trringo, Yard Club)
What Is the Sharing Economy? Definition?
There are many definitions for what specifically the sharing economy is. Rather then have one single definition, lets rather look at what all the definitions share in common.
First, prior definitions widely recognize that the sharing economy offers temporary access as an alternative to permanent ownership
Second, sharing platforms provide access to both tangible and intangible resources, including physical products such as automobiles and homes, as well as less-tangible assets, such as money, space, or time, services, data, and talent and ideas and knowledge
Third, access is gained through either economic transactions or quid pro quo exchange
Thus, the sharing economy entails economically motived access rather than socially motivated sharing
Sharing economy transactions
Typically mediated by technology platforms that allow sharing activity to be scaled by efficiently matching (or connecting) providers and users
Definition of sharing economy specific to this reading
a scalable socioeconomic system that employs technology-enabled platforms to provide users with temporary access to tangible and intangible resources that may be crowdsourced
First of all, in the sharing economy offerings are temporarily accessed rather than permanently owned
BlaBlaCar allows consumers to gain the benefits of riding in another consumer’s car for a fixed period of time without transfer of ownership. Second, this access involves economic transactions or quid-pro-quo exchanges that transfer value from one entity to another
How is the sharing economy different from being nice?
This act of value transfer distinguishes sharing economy transactions from activities that involve more informal sharing activities that lack exchange value, such as giving a friend a ride with no expectation of payment
How prior users can affect the sharing economy experince
Furthermore, the actions of prior users may alter the condition or performance of a shared resource (e.g., a Lime scooter left lying in a dark alley). Whereas a traditional product-rental firm would clean and repair a product between renters, platforms typically depend on users to perform these tasks
Accessibility to unique goods
Prior research has suggested that temporary access may both enhance and detract consumer value. On the one hand, access-based consumption enables an offering to be available to segments of consumers who cannot afford ownership
On the one hand, sharing a resource across consumers implies that fewer resources may be needed to meet aggregate demand, which may intensify competition among traditional manufacturers
On the other hand, increased utilization of a shared resource can enhance the value of product ownership by encouraging more consumers to acquire these resources
In addition, sharing economy rhetoric often implies that engaging in access rather than ownership enhances ecological well-being by reducing overall consumption because underutilized resources are more fully employed (this is the green / environmental viewpoint)
Green / environmental viewpoint associated with the sharing economy
In addition, sharing economy rhetoric often implies that engaging in access rather than ownership enhances ecological well-being by reducing overall consumption because underutilized resources are more fully employed.
If fewer products are needed, then fewer natural resources are required for production and distribution.
Fewer products sold results in fewer products ending up in landfills
Good introduction statement
The sharing economy has exploded and is altering the way we travel, where we stay, and what we wear
Is the sharing economy brand new or dead
According to a recent Pew Research survey (May 2016), only 15% of Americans have used Uber and 11% have tried Airbnb. Thus, as noted by Kathan, Matzler, and Veider (2016), the sharing economy “is still in its infancy”
Kozlenkova, I. V., Lee, J., Xiang, D., & Palmatier, R. W. (2021). Sharing economy: International
marketing strategies. Journal of International Business Studies, https://doi.org/10.1057/s41267-
020-00393-z
Kozlenkova, I. V., Lee, J., Xiang, D., & Palmatier, R. W. (2021). Sharing economy: International
marketing strategies. Journal of International Business Studies, https://doi.org/10.1057/s41267-
020-00393-z
An alternative to taking an uber
Rather than using a personal car, getting an Uber helps avoid the hassle of parking, while also adding an experiential aspect to the trip
-Was under ‘Utilitarian value’ which means ‘refers to the evaluation of a product/service with regard to its functional benefits and costs, and represents one of the major drivers of SE participation’
