SlideShare a Scribd company logo
Eckhardt et al. 2019
Marketing in the Sharing Economy
a scalable socio-economic system that
employs technology enabled platforms to
provide users with temporary access to
tangible and intangible resources
Eckhardt et al. 2019
Defining Characteristics:
 Access-oriented
 Involves an economically-
substantive resource
 Uses a technological matching
platform
 Enhances the consumer role
(consumer both uses and
provides)
 Supply is crowdsourced
Typical Characteristics:
 Reliance on reputation system
– these exist in non-sharing
economy members too!
 User and owner are peers –
this sometimes, but not always
The Sharing Economy is not
“Sharing” in General
Eckhardt et al. 2019
Adjust marketing tactics depending on the extent to
which a firm has the characteristics of a sharing economy
BlaBlaCar &
Uber
Subscription Car
Access
Rental Car
Loaning car to
friends or family
Access-oriented X X X X
Economically substantive X X X
Technology-based
platform matching X X
Enhanced customer role
X X
Crowd-sourced supply
X
Use traditional marketing models
Need to design new or augment existing marketing models
Eckhardt et al. 2019
Peer-to-Peer
Lending
Crowdsourced,
bank-mediated
lending
Traditional Bank
Lending
Access-oriented X X X
Economically substantive X X X
Technology-based platform
matching
X
Enhanced customer role X
Crowd-sourced supply X X
Banking Industry
Use traditional marketing models
Need to design new or augment existing marketing models
Eckhardt et al. 2019
Brand Relationships in the
Sharing Economy
Sharing economies rely on technological platforms for matching.
 For firms toward the right of the table, platform dependence is not
central.
• The consumer forms a relationship with the brand, which controls the
experience.
• Traditional branding models should be relevant.
 But toward the left of the table, it can be unclear with whom the brand
relationship is formed during the matching process.
• The platform? The individual provider? The brand of the product with
which the consumer is matched?
• How do these factors interact?
Eckhardt et al. 2019
Sharing economies rely on the enhanced role of the consumer.
 For firms on the table’s right, the consumer remains fairly passive –
they are the target.
• Customer lifetime value calculations are based on the consumers’
usage
• Marketing should focus on maintaining that relationship and increasing
use
 For firms on the left, the consumer also takes on the role of
assessing others’ creditworthiness and contributing actively to the
pool of shared resources
• Customer lifetime value is not simply about usage, but also about
expertise and resource provision, which may vary across the lifetime
• Marketing needs to consider ways to enhance CLV, given these new
sources of value
Customer Lifetime Value in
the Sharing Economy
Eckhardt et al. 2019
Marketing Innovation in the
Sharing Economy
Sharing economies rely on access rather than ownership.
 For firms toward the right of the table focus on transfer of ownership
rights.
• Firms seek to develop new products that consumers can purchase.
• A heavy emphasis is placed on developing innovative new
products
 But toward the left of the table, consumers seek to gain temporary
access to offerings rather than permanent ownership.
• Sharing platforms seem to place less emphasis on product
innovation and more emphasis on business model innovation.
• What are the drivers of innovation in the sharing economy?

More Related Content

What's hot

Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...
Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...
Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...American Marketing Association | Journals
 
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...American Marketing Association | Journals
 
F A S T S I G N S Sign Facts
F A S T S I G N S  Sign  FactsF A S T S I G N S  Sign  Facts
F A S T S I G N S Sign Factsbkstock
 
Tutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsTutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsSteve Raybould
 
Chp 2 effective communications for marketing
Chp 2 effective communications for marketingChp 2 effective communications for marketing
Chp 2 effective communications for marketingcheqala5626
 
Acquiring high value users in a mature app economy
Acquiring high value users in a mature app economyAcquiring high value users in a mature app economy
Acquiring high value users in a mature app economyAppnique
 
What advertising can do for mobile location based services
What advertising can do for mobile location based servicesWhat advertising can do for mobile location based services
What advertising can do for mobile location based servicesMartin Wilson
 
Indigo 102 Mls May 08 V1
Indigo 102 Mls    May 08 V1Indigo 102 Mls    May 08 V1
Indigo 102 Mls May 08 V1Martin Wilson
 
Marketing management
Marketing managementMarketing management
Marketing managementAnu Mishra
 
Online market segmentation
Online market segmentationOnline market segmentation
Online market segmentationJuho Pesonen
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixJessica Ruggeri Hogue
 
The impact of the Internet on International Marketing
The impact of the Internet on International MarketingThe impact of the Internet on International Marketing
The impact of the Internet on International MarketingAmr Elrawi
 
Presentation: Integrated Marketing Communications Plan
Presentation: Integrated Marketing Communications PlanPresentation: Integrated Marketing Communications Plan
Presentation: Integrated Marketing Communications PlanIan Adams
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journeycomms planning
 

What's hot (20)

Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...
Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...
Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchr...
 
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
 
F A S T S I G N S Sign Facts
F A S T S I G N S  Sign  FactsF A S T S I G N S  Sign  Facts
F A S T S I G N S Sign Facts
 
Measuring the real-time stock market impact of firm-generated content
Measuring the real-time stock market impact of firm-generated contentMeasuring the real-time stock market impact of firm-generated content
Measuring the real-time stock market impact of firm-generated content
 
Tutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsTutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer Groups
 
Chp 2 effective communications for marketing
Chp 2 effective communications for marketingChp 2 effective communications for marketing
Chp 2 effective communications for marketing
 
Acquiring high value users in a mature app economy
Acquiring high value users in a mature app economyAcquiring high value users in a mature app economy
Acquiring high value users in a mature app economy
 
What advertising can do for mobile location based services
What advertising can do for mobile location based servicesWhat advertising can do for mobile location based services
What advertising can do for mobile location based services
 
Indigo 102 Mls May 08 V1
Indigo 102 Mls    May 08 V1Indigo 102 Mls    May 08 V1
Indigo 102 Mls May 08 V1
 
Smckc lunch event
Smckc lunch eventSmckc lunch event
Smckc lunch event
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Online market segmentation
Online market segmentationOnline market segmentation
Online market segmentation
 
Best buy in crisis
Best buy in crisisBest buy in crisis
Best buy in crisis
 
It's All About the Customer Journey
It's All About the Customer JourneyIt's All About the Customer Journey
It's All About the Customer Journey
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mix
 
The new marketing realties
The new marketing realtiesThe new marketing realties
The new marketing realties
 
The impact of the Internet on International Marketing
The impact of the Internet on International MarketingThe impact of the Internet on International Marketing
The impact of the Internet on International Marketing
 
Presentation: Integrated Marketing Communications Plan
Presentation: Integrated Marketing Communications PlanPresentation: Integrated Marketing Communications Plan
Presentation: Integrated Marketing Communications Plan
 
The consumer decision journey
The consumer decision journeyThe consumer decision journey
The consumer decision journey
 
Chaos Scenario
Chaos ScenarioChaos Scenario
Chaos Scenario
 

Similar to Marketing in the Sharing Economy

Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Anand Dabasara
 
Is relevant to Teslas.docx
Is relevant to Teslas.docxIs relevant to Teslas.docx
Is relevant to Teslas.docxstudywriters
 
Marketing for customer value module - 1
Marketing for customer value   module - 1Marketing for customer value   module - 1
Marketing for customer value module - 1Vinayak Uppund
 
Marketing notes (1)
Marketing notes (1)Marketing notes (1)
Marketing notes (1)amitab2005
 
Marketing notes (1)
Marketing notes (1)Marketing notes (1)
Marketing notes (1)amitab2005
 
Accenture development partnerships
Accenture development partnershipsAccenture development partnerships
Accenture development partnershipsaccenture
 
Blurring borders accenture outlook journal
Blurring borders accenture outlook journalBlurring borders accenture outlook journal
Blurring borders accenture outlook journalAnand1963
 
Support #PorterPrize 2019
Support #PorterPrize 2019Support #PorterPrize 2019
Support #PorterPrize 2019Dr. Amit Kapoor
 
Using business model for innovating government services
Using business model for innovating government servicesUsing business model for innovating government services
Using business model for innovating government servicesKul Bhushan Saxena
 
Cis323 chpt4
Cis323 chpt4Cis323 chpt4
Cis323 chpt4sakcy679
 
MF strategic marketing slides competitive advantage MF
MF strategic marketing slides competitive advantage MFMF strategic marketing slides competitive advantage MF
MF strategic marketing slides competitive advantage MFFuNk IN
 
IBM Executive Report - New lessons on building the consumer products brand ex...
IBM Executive Report - New lessons on building the consumer products brand ex...IBM Executive Report - New lessons on building the consumer products brand ex...
IBM Executive Report - New lessons on building the consumer products brand ex...Susanna Harper
 
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative Strategies
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative StrategiesUnit - 4_Part C_Strategic Management (18MBA25)_Cooperative Strategies
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative StrategiesVijay K S
 
Architecting multi sided business 2
Architecting multi sided business 2Architecting multi sided business 2
Architecting multi sided business 2Richard Veryard
 
A "mathematical" diagnostic tool for how to create and manage brand...
A "mathematical" diagnostic tool for how to create and manage brand...A "mathematical" diagnostic tool for how to create and manage brand...
A "mathematical" diagnostic tool for how to create and manage brand...Drthomasbrand Limited
 

Similar to Marketing in the Sharing Economy (20)

Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels Designing & managing : Integrated marketing channels
Designing & managing : Integrated marketing channels
 
Is relevant to Teslas.docx
Is relevant to Teslas.docxIs relevant to Teslas.docx
Is relevant to Teslas.docx
 
Interview with Solvay
Interview with SolvayInterview with Solvay
Interview with Solvay
 
Marketing for customer value module - 1
Marketing for customer value   module - 1Marketing for customer value   module - 1
Marketing for customer value module - 1
 
Marketing notes (1)
Marketing notes (1)Marketing notes (1)
Marketing notes (1)
 
Marketing notes (1)
Marketing notes (1)Marketing notes (1)
Marketing notes (1)
 
Accenture development partnerships
Accenture development partnershipsAccenture development partnerships
Accenture development partnerships
 
#Porter Prize 2018
#Porter Prize 2018#Porter Prize 2018
#Porter Prize 2018
 
Blurring borders accenture outlook journal
Blurring borders accenture outlook journalBlurring borders accenture outlook journal
Blurring borders accenture outlook journal
 
Support #PorterPrize 2019
Support #PorterPrize 2019Support #PorterPrize 2019
Support #PorterPrize 2019
 
Using business model for innovating government services
Using business model for innovating government servicesUsing business model for innovating government services
Using business model for innovating government services
 
Cis323 chpt4
Cis323 chpt4Cis323 chpt4
Cis323 chpt4
 
MF strategic marketing slides competitive advantage MF
MF strategic marketing slides competitive advantage MFMF strategic marketing slides competitive advantage MF
MF strategic marketing slides competitive advantage MF
 
Ready for prime time?
Ready for prime time?Ready for prime time?
Ready for prime time?
 
IBM Executive Report - New lessons on building the consumer products brand ex...
IBM Executive Report - New lessons on building the consumer products brand ex...IBM Executive Report - New lessons on building the consumer products brand ex...
IBM Executive Report - New lessons on building the consumer products brand ex...
 
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative Strategies
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative StrategiesUnit - 4_Part C_Strategic Management (18MBA25)_Cooperative Strategies
Unit - 4_Part C_Strategic Management (18MBA25)_Cooperative Strategies
 
Chapter 3
Chapter 3Chapter 3
Chapter 3
 
Architecting multi sided business 2
Architecting multi sided business 2Architecting multi sided business 2
Architecting multi sided business 2
 
A "mathematical" diagnostic tool for how to create and manage brand...
A "mathematical" diagnostic tool for how to create and manage brand...A "mathematical" diagnostic tool for how to create and manage brand...
A "mathematical" diagnostic tool for how to create and manage brand...
 
Mm
MmMm
Mm
 

More from American Marketing Association | Journals

More from American Marketing Association | Journals (20)

The Value of an Online Retailer Building Their Own Delivery Service
The Value of an Online Retailer Building Their Own Delivery ServiceThe Value of an Online Retailer Building Their Own Delivery Service
The Value of an Online Retailer Building Their Own Delivery Service
 
Liadeli, Sotgiu, and Verlegh (2022).pptx
Liadeli, Sotgiu, and Verlegh (2022).pptxLiadeli, Sotgiu, and Verlegh (2022).pptx
Liadeli, Sotgiu, and Verlegh (2022).pptx
 
Ghosh Dastidar, Sunder, and Shah (2022)pptx (2).pptx
Ghosh Dastidar, Sunder, and Shah (2022)pptx (2).pptxGhosh Dastidar, Sunder, and Shah (2022)pptx (2).pptx
Ghosh Dastidar, Sunder, and Shah (2022)pptx (2).pptx
 
Wiseman et al. (2022).pptx
Wiseman et al. (2022).pptxWiseman et al. (2022).pptx
Wiseman et al. (2022).pptx
 
Wies, Moorman &Chandy (2022).pptx
Wies, Moorman &Chandy (2022).pptxWies, Moorman &Chandy (2022).pptx
Wies, Moorman &Chandy (2022).pptx
 
Thompson & Kumar (2022).pptx
Thompson & Kumar (2022).pptxThompson & Kumar (2022).pptx
Thompson & Kumar (2022).pptx
 
Musarra, Robson, and Katsikeas (2022).pptx
Musarra, Robson, and Katsikeas (2022).pptxMusarra, Robson, and Katsikeas (2022).pptx
Musarra, Robson, and Katsikeas (2022).pptx
 
Maesen & Lamey (2022).pptx
Maesen & Lamey (2022).pptxMaesen & Lamey (2022).pptx
Maesen & Lamey (2022).pptx
 
Herhausen et al (2022).pptx
Herhausen et al (2022).pptxHerhausen et al (2022).pptx
Herhausen et al (2022).pptx
 
Dellaert et al (2022).pptx
Dellaert et al (2022).pptxDellaert et al (2022).pptx
Dellaert et al (2022).pptx
 
Boegershausen et al. (2022).pptx
Boegershausen et al. (2022).pptxBoegershausen et al. (2022).pptx
Boegershausen et al. (2022).pptx
 
Dolbec et al. (2022).pptx
Dolbec et al. (2022).pptxDolbec et al. (2022).pptx
Dolbec et al. (2022).pptx
 
Heide, Bell & Tracey (2022).pptx
Heide, Bell & Tracey (2022).pptxHeide, Bell & Tracey (2022).pptx
Heide, Bell & Tracey (2022).pptx
 
Wang, Wang & Jiang (2022).pptx
Wang, Wang & Jiang (2022).pptxWang, Wang & Jiang (2022).pptx
Wang, Wang & Jiang (2022).pptx
 
Malhotra & Bhattacharyya (2022).pptx
Malhotra & Bhattacharyya (2022).pptxMalhotra & Bhattacharyya (2022).pptx
Malhotra & Bhattacharyya (2022).pptx
 
Kim, Kim & Arora (2021).pptx
Kim, Kim & Arora (2021).pptxKim, Kim & Arora (2021).pptx
Kim, Kim & Arora (2021).pptx
 
Jia, Yang, and Jiang 2022.pptx
Jia, Yang, and Jiang 2022.pptxJia, Yang, and Jiang 2022.pptx
Jia, Yang, and Jiang 2022.pptx
 
Jia, Yang, and Jiang 2022.pptx
Jia, Yang, and Jiang 2022.pptxJia, Yang, and Jiang 2022.pptx
Jia, Yang, and Jiang 2022.pptx
 
Goldfarb, Tucker & Wang (2022).pptx
Goldfarb, Tucker & Wang (2022).pptxGoldfarb, Tucker & Wang (2022).pptx
Goldfarb, Tucker & Wang (2022).pptx
 
Anatoli Colicev: The PhD Journey
Anatoli Colicev: The PhD JourneyAnatoli Colicev: The PhD Journey
Anatoli Colicev: The PhD Journey
 

Recently uploaded

8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product DiscoveryDesmond Leo
 
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...ssuserf63bd7
 
Vendors of country report usefull datass
Vendors of country report usefull datassVendors of country report usefull datass
Vendors of country report usefull datassDilipParmar63
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowMiriam Robeson
 
Luxury Artificial Plants Dubai | Plants in KSA, UAE | Shajara
Luxury Artificial Plants Dubai | Plants in KSA, UAE | ShajaraLuxury Artificial Plants Dubai | Plants in KSA, UAE | Shajara
Luxury Artificial Plants Dubai | Plants in KSA, UAE | ShajaraShajara Artificial Plants
 
How to Maintain Healthy Life style.pptx
How to Maintain  Healthy Life style.pptxHow to Maintain  Healthy Life style.pptx
How to Maintain Healthy Life style.pptxrdishurana
 
Did Paul Haggis Ever Win an Oscar for Best Filmmaker
Did Paul Haggis Ever Win an Oscar for Best FilmmakerDid Paul Haggis Ever Win an Oscar for Best Filmmaker
Did Paul Haggis Ever Win an Oscar for Best Filmmakerstajohn447
 
Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.smalmahmud11
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Associationseri bangash
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfMont Surfaces
 
The Leading Cyber Security Entrepreneur of India in 2024.pdf
The Leading Cyber Security Entrepreneur of India in 2024.pdfThe Leading Cyber Security Entrepreneur of India in 2024.pdf
The Leading Cyber Security Entrepreneur of India in 2024.pdfinsightssuccess2
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportDubai Multi Commodity Centre
 
USA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfUSA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfsuperbizness1227
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckHajeJanKamps
 
Global Interconnection Group Joint Venture[960] (1).pdf
Global Interconnection Group Joint Venture[960] (1).pdfGlobal Interconnection Group Joint Venture[960] (1).pdf
Global Interconnection Group Joint Venture[960] (1).pdfHenry Tapper
 
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastUnlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastInstBlast Marketing
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfhostl9518
 
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Björn Rohles
 
Evolution and Growth of Supply chain.pdf
Evolution and Growth of Supply chain.pdfEvolution and Growth of Supply chain.pdf
Evolution and Growth of Supply chain.pdfGutaMengesha1
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsSlidesAI
 

Recently uploaded (20)

8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
8 Questions B2B Commercial Teams Can Ask To Help Product Discovery
 
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...
Byrd & Chen’s Canadian Tax Principles 2023-2024 Edition 1st edition Volumes I...
 
Vendors of country report usefull datass
Vendors of country report usefull datassVendors of country report usefull datass
Vendors of country report usefull datass
 
Copyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to KnowCopyright: What Creators and Users of Art Need to Know
Copyright: What Creators and Users of Art Need to Know
 
Luxury Artificial Plants Dubai | Plants in KSA, UAE | Shajara
Luxury Artificial Plants Dubai | Plants in KSA, UAE | ShajaraLuxury Artificial Plants Dubai | Plants in KSA, UAE | Shajara
Luxury Artificial Plants Dubai | Plants in KSA, UAE | Shajara
 
How to Maintain Healthy Life style.pptx
How to Maintain  Healthy Life style.pptxHow to Maintain  Healthy Life style.pptx
How to Maintain Healthy Life style.pptx
 
Did Paul Haggis Ever Win an Oscar for Best Filmmaker
Did Paul Haggis Ever Win an Oscar for Best FilmmakerDid Paul Haggis Ever Win an Oscar for Best Filmmaker
Did Paul Haggis Ever Win an Oscar for Best Filmmaker
 
Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.Team-Spandex-Northern University-CS1035.
Team-Spandex-Northern University-CS1035.
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
The Leading Cyber Security Entrepreneur of India in 2024.pdf
The Leading Cyber Security Entrepreneur of India in 2024.pdfThe Leading Cyber Security Entrepreneur of India in 2024.pdf
The Leading Cyber Security Entrepreneur of India in 2024.pdf
 
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot ReportFuture of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
 
USA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdfUSA classified ads posting – best classified sites in usa.pdf
USA classified ads posting – best classified sites in usa.pdf
 
Pitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deckPitch Deck Teardown: Terra One's $7.5m Seed deck
Pitch Deck Teardown: Terra One's $7.5m Seed deck
 
Global Interconnection Group Joint Venture[960] (1).pdf
Global Interconnection Group Joint Venture[960] (1).pdfGlobal Interconnection Group Joint Venture[960] (1).pdf
Global Interconnection Group Joint Venture[960] (1).pdf
 
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlastUnlock Your TikTok Potential: Free TikTok Likes with InstBlast
Unlock Your TikTok Potential: Free TikTok Likes with InstBlast
 
Potato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdfPotato Flakes Manufacturing Plant Project Report.pdf
Potato Flakes Manufacturing Plant Project Report.pdf
 
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
Meaningful Technology for Humans: How Strategy Helps to Deliver Real Value fo...
 
Evolution and Growth of Supply chain.pdf
Evolution and Growth of Supply chain.pdfEvolution and Growth of Supply chain.pdf
Evolution and Growth of Supply chain.pdf
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 

Marketing in the Sharing Economy

  • 1. Eckhardt et al. 2019 Marketing in the Sharing Economy a scalable socio-economic system that employs technology enabled platforms to provide users with temporary access to tangible and intangible resources
  • 2. Eckhardt et al. 2019 Defining Characteristics:  Access-oriented  Involves an economically- substantive resource  Uses a technological matching platform  Enhances the consumer role (consumer both uses and provides)  Supply is crowdsourced Typical Characteristics:  Reliance on reputation system – these exist in non-sharing economy members too!  User and owner are peers – this sometimes, but not always The Sharing Economy is not “Sharing” in General
  • 3. Eckhardt et al. 2019 Adjust marketing tactics depending on the extent to which a firm has the characteristics of a sharing economy BlaBlaCar & Uber Subscription Car Access Rental Car Loaning car to friends or family Access-oriented X X X X Economically substantive X X X Technology-based platform matching X X Enhanced customer role X X Crowd-sourced supply X Use traditional marketing models Need to design new or augment existing marketing models
  • 4. Eckhardt et al. 2019 Peer-to-Peer Lending Crowdsourced, bank-mediated lending Traditional Bank Lending Access-oriented X X X Economically substantive X X X Technology-based platform matching X Enhanced customer role X Crowd-sourced supply X X Banking Industry Use traditional marketing models Need to design new or augment existing marketing models
  • 5. Eckhardt et al. 2019 Brand Relationships in the Sharing Economy Sharing economies rely on technological platforms for matching.  For firms toward the right of the table, platform dependence is not central. • The consumer forms a relationship with the brand, which controls the experience. • Traditional branding models should be relevant.  But toward the left of the table, it can be unclear with whom the brand relationship is formed during the matching process. • The platform? The individual provider? The brand of the product with which the consumer is matched? • How do these factors interact?
  • 6. Eckhardt et al. 2019 Sharing economies rely on the enhanced role of the consumer.  For firms on the table’s right, the consumer remains fairly passive – they are the target. • Customer lifetime value calculations are based on the consumers’ usage • Marketing should focus on maintaining that relationship and increasing use  For firms on the left, the consumer also takes on the role of assessing others’ creditworthiness and contributing actively to the pool of shared resources • Customer lifetime value is not simply about usage, but also about expertise and resource provision, which may vary across the lifetime • Marketing needs to consider ways to enhance CLV, given these new sources of value Customer Lifetime Value in the Sharing Economy
  • 7. Eckhardt et al. 2019 Marketing Innovation in the Sharing Economy Sharing economies rely on access rather than ownership.  For firms toward the right of the table focus on transfer of ownership rights. • Firms seek to develop new products that consumers can purchase. • A heavy emphasis is placed on developing innovative new products  But toward the left of the table, consumers seek to gain temporary access to offerings rather than permanent ownership. • Sharing platforms seem to place less emphasis on product innovation and more emphasis on business model innovation. • What are the drivers of innovation in the sharing economy?