This document is the thesis of Sara Green Brodersen from 2015 titled "The share economy: Motivations and strategies for corporations". It explores why and how large corporations are entering the share economy. The thesis contains two main parts - the first examines literature on the share economy and develops a taxonomy for classifying companies. The second presents a cross-case study of eight corporations that have explored sharing models, identifying nine motivations for their participation and three strategies for success. The implications of corporate involvement in the share economy are discussed. Permission is given to share and adapt the content under an attribution license, with the suggestion to cite the thesis appropriately.
Hvordan kan deleøkonomi skabe værdi i vores kunders virksomheder?Sara Green Brodersen
Based on my thesis on the sharing economy, this presentation discusses three cases and the overall conclusions for what motivates corporations to join the sharing economy.
À l'heure où les valeurs responsables et durables du partage et de la consommation collaborative séduisent de plus en plus les entrepreneurs et les investisseurs, quel modèle de communication répondant à ces valeurs existe-t-il pour cette nouvelle forme de consommation ?
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Based on my thesis on the sharing economy, this presentation discusses three cases and the overall conclusions for what motivates corporations to join the sharing economy.
À l'heure où les valeurs responsables et durables du partage et de la consommation collaborative séduisent de plus en plus les entrepreneurs et les investisseurs, quel modèle de communication répondant à ces valeurs existe-t-il pour cette nouvelle forme de consommation ?
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Participation au mémoire de fin d'étude de Monsieur Mazouni pour l'obtention de son titre de Master en Presse et Information specialisé en partant de mon expérience sur l' économie collaborative avec ma start up www.dogcatweb.be
Les étudiants de la filière MISC du CELSA et Dagobert posent un regard nouveau sur le gender marketing et la gender communication à l'heure du digital. Ils s'interrogent sur les enjeux de cette pratique qui, sur le web, oscille entre efficacité et polémique et livrent des clefs de compréhension pour les marques.
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34. The$share$economy:$Motivations$and$strategies$for$corporations$
$
Sara$Green$Brodersen$(2015)$ $ $ $ $ $ $ $ $ Page$31$of$104$
%
3.1.2.%Drivers%and%enablers%of%growth%
To$understand$the$share$economy$and$the$companies$acting$in$it,$we$must$understand$how$it$
has$grown$and$what$factors$enable$its$existence.$Literature$on$the$topic$suggests$a$number$of$
drivers$as$presented$in$table$3.2.$The$drivers$are$similar$and$overlapping,$but$I$derive$five$
main$drivers$from$the$literature$which$are;$excess$capacity,$technology,$environmental$
awareness,$reUengineering$of$consumption$and$resurgence$of$community.$The$five$drivers$will$
be$examined$in$the$following.$$
$
$
Author$ Drivers'of'the'share'economy'$
Andersson$et$al.$(2013)$$ U InternetUbased$platforms$
U PostUcrisis$antidote$to$materialism$
U CostUsaving$
U Environmental$concerns$
Avital$et$al.$(2014)$ U Spare$capacity$exchange$
U ReUengineering$of$consumption.$Access$over$ownership$
U Technology,$internetUbased$platforms,$informations$systems,$social$networks$
Botsman$and$Rogers$(2011)$ U Idling$capacity$
U Critical$mass$
U Environmental$concerns$
U Cost$consciousness$
U Trust$between$strangers$
U Belief$in$the$commons$
U Resurgence$of$community$
U P2P$technologies$$
Cusumano$(2015)$ U Underutilized$assets$
U Social$media$
Gansky$(2013)$ U Information$networks$
U Distrust$of$old$companies$
U People$reconsider$what’s$valuable$
U Climate$change$
U Growing$population$and$urbanisation$
John$(2013)$ U Technology$as$driver$
U Technology$as$enabler$$
Malhotra$and$Van$Alstyne$
(2014)$$
U Spare$resources$
U TwoUsided$platforms$
Table'3.2'*'Drivers'of'the'share'economy'
$
$