Marketing Strategy for the Sharing Economy
Arun Sundararajan, New York University
Platforms like Airbnb, Uber, Blablacar, Etsy, and Funding Circle are early examples of a new way of organizing economic activity that we commonly refer to as the “sharing economy.” Billions of venture capital dollars power new business models that blur the lines between the personal and the professional, melding market economies and gift economies into a new form of decentralized, crowd-based capitalism. In this presentation, Arun Sundararajan will discuss the technological and societal drivers of today’s sharing economy; capturing value from the new consumption models; pricing and product line opportunities; the shifting role of trust and brand; dealing with consumers who want to initiate offline transactions through an on-demand smartphone interface; the challenges raised when consumption experiences are moderated by one’s peers rather than by a dedicated salesforce; and value re-aggregation from the emerging, decentralized, blockchain-powered marketplaces. He will highlight both strategic implications and research opportunities for marketing scholars.
Related Conference:Nov 04 – 05, 2015
To access presentation materials, you must login or register for full access.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.