Collaborative consumption and creating  shared value using online services:Convergence of Social Media and Supply Chains  ...
Service-Dominant Logic• A logic that views service, rather than goods, as the focus of  economic and social exchange i.e.,...
Collaborative Consumptionbarteringgiftinglendingrenting         via online servicesSharingswappingtrading
Evil Plans: Having Fun on the Road to World Domination                            by      Hugh MacLeod (Kindle Edition - F...
Purpose Motive                    Linux-Apache-WikipediaDrive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.Dri...
Direct Value of Social Media in Supply Chain• Delivery & Collection points => Social Network• Listen to market conversatio...
Busting Business Models via Collaborative Consumption (CollCons)                                                          ...
3 Sub Markets of CollCons (Rachel Botsman)       http://www.collaborativeconsumption.com/the-movement/snapshot-of-examples...
http://meshing.it/companies
• platform facilitates carpooling and carsharing• put passengers in touch with drivers – who are free to put  a price on t...
Leading social Platform for Peer-to-Peer Borrowing and Lending
Transaction is the Social Conversation
Trust
Nascent Stream of Research• Beyond supply chain research using network analysis and dynamic visualisation• Application bey...
Framework for Socially Sustainable Supply (S3) Networks•    Independent                        Moderating              Dep...
Where to next ?Source: Botsman (2012) Welcome to the new reputation economy               Wired magazine 20 August 2012
Digital trustworthiness ?             The Aggregation of online reputation                  Quora  Demonstrates expertise...
Bank 2.0                                         CRED (credibility) =                                          ( credit sc...
Reputation transfer between verticals                             “Paypals of trust”BriieflyConfidoConnect.Me             ...
10 Step reputation capital     1. Maven     2. Tagging     3. Super “something”     4. Portfolio of online value     5. Tr...
How much is reputation capital worth?           Good reputation activates reward related brain areas (striatum)           ...
Lecture 6 collaborative consumption and creating shared value using onlne services (24104) v1
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Lecture 6 collaborative consumption and creating shared value using onlne services (24104) v1

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  • Social media = sharing and connecting people = media + networking : synergistic with supply chain and info sharingSocial Network = People including access to experts or products (via RFID)Listening provides risk identification e.g. early warning, combine with transactional dataCrowd source ideas
  • Sharing and bartering of goods and services onlineAirbnbZipcartarnsportation serviceAdoption specific web-sharing categories:Home/place sharingCar sharingParking sharingClothes sharingLand/garden sharingTools/equipment sharingOffice-space sharing
  • Supply chain networks = f(relationships) structure matters but relationships matter more
  • Lecture 6 collaborative consumption and creating shared value using onlne services (24104) v1

    1. 1. Collaborative consumption and creating shared value using online services:Convergence of Social Media and Supply Chains Dr Suresh Sood Email: suresh.sood@uts.edu.au LinkedIn: sureshsood Skype: sureshsood Twitter: soody Google +: http://gplus.to/soody
    2. 2. Service-Dominant Logic• A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service• Essential Concepts and Components – Service: the application of competences for the benefit of another entity • Service (singular) is a process—distinct from “services”— particular types of goods – Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible) – See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value) – Sees goods as appliances for service delivery – Implies all economies are service economies • All businesses are service businesses Vargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17 2
    3. 3. Collaborative Consumptionbarteringgiftinglendingrenting via online servicesSharingswappingtrading
    4. 4. Evil Plans: Having Fun on the Road to World Domination by Hugh MacLeod (Kindle Edition - Feb 17, 2011)
    5. 5. Purpose Motive Linux-Apache-WikipediaDrive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.Drive #2: Respond to rewards and punishments in our environment.Drive #3: We do things because they’re interesting and because they’reengaging and because they’re the right things to do and because theycontribute to the world. (!!!)“Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 5
    6. 6. Direct Value of Social Media in Supply Chain• Delivery & Collection points => Social Network• Listen to market conversations via social media and feed forecast demands• Real time efficient communication within supply chain• Crowd source excess or underutilised inventory• Trends in web search query data and social media – Useful in providing models of real world phenomena – Social media provides insights purchasing intentionality• Shift to Service Dominant Logic (Lusch 2011)
    7. 7. Busting Business Models via Collaborative Consumption (CollCons) 8
    8. 8. 3 Sub Markets of CollCons (Rachel Botsman) http://www.collaborativeconsumption.com/the-movement/snapshot-of-examples.php Collaborative Lifestyles It’s not just physical goods that can be shared, swapped, and bartered. People with similar interests are bandingProduct Service Systems together to share and exchange less tangible assetsPay for the benefit of using a such as time, space, skills, andproduct without needing to money.own the product outright.Disrupting traditional industriesbased on models of individualprivate ownership. Source: Redistribution Markets Redistribute used or pre-owned goods from where they are not needed to somewhere or someone where they are
    9. 9. http://meshing.it/companies
    10. 10. • platform facilitates carpooling and carsharing• put passengers in touch with drivers – who are free to put a price on the rides they offer• 100,000 passengers find rides through Comuto per month• traffic has doubled since volcanic eruption in Iceland 11
    11. 11. Leading social Platform for Peer-to-Peer Borrowing and Lending
    12. 12. Transaction is the Social Conversation
    13. 13. Trust
    14. 14. Nascent Stream of Research• Beyond supply chain research using network analysis and dynamic visualisation• Application beyond physical goods to share and exchange of skills and knowledge• Shift from existing supply chain to socially sustainable or innovate business model ?• Importance of trust• Blending social conversations and transactions• Effectiveness of social media driven forecasts• Disposability or Reusability ?• Transformation of public services e.g. buses
    15. 15. Framework for Socially Sustainable Supply (S3) Networks• Independent Moderating Dependent Human to Human Network Community Sharing Underutilised Online network Physical Goods B2B and B2C Collaborative Rules Consumption Excess Inventory Traceability Physical Goods Virtual logistics Conversations Pay for Use Trust • Crowdsourcing Oxytocin • Forecast • ATP Social Capital Skills and • Surprises Knowledge Collaboration Sustainability/Green Transaction Cost
    16. 16. Where to next ?Source: Botsman (2012) Welcome to the new reputation economy Wired magazine 20 August 2012
    17. 17. Digital trustworthiness ? The Aggregation of online reputation Quora  Demonstrates expertise to recruiters Stack Overflow  Future job Airbnb  Trusted renter WhipCar Ebay feedback  Etsy Social influence  CreditSource: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012
    18. 18. Bank 2.0 CRED (credibility) = ( credit score, eBay rating, P2P money transfers, Facebook friends, LinkedIn connections, Klout, referrals, bill payments)Source: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012
    19. 19. Reputation transfer between verticals “Paypals of trust”BriieflyConfidoConnect.Me KredLegitReputate # social influence KloutScaffold PeerIndexTru.lyTrustCloudTrustRankWhyTrustedSource: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012
    20. 20. 10 Step reputation capital 1. Maven 2. Tagging 3. Super “something” 4. Portfolio of online value 5. Trusted opinions – LinkedIn 6. Deep social network 7. Review and recommend 8. Profile monetisation ( IMVU , Linden, Fbook credits) 9. Reputation cleanup (Reputation.com or Veribo) 10. Social capitalSource: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012
    21. 21. How much is reputation capital worth? Good reputation activates reward related brain areas (striatum) The merged image (fMRI) of two images of the striatum activated by monetary (green) and social (purple) rewardsSources: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012 Neuron, Vol 58, 284-294, 24 April 2008 Processing of Social and Monetary Rewards in the Human Striatum Keise Izuma,Daisuke N. Saito,and Norihiro Sadato http://www.neuron.org/content/article/abstract?uid=PIIS0896627308002663

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