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Full-Text Articles in Business
Yours, Mine, Or Ours? Exploring The Role Of Cultural Values In Sharing Economy Services, Lacey K. Wallace, Joanne T. Cao
Yours, Mine, Or Ours? Exploring The Role Of Cultural Values In Sharing Economy Services, Lacey K. Wallace, Joanne T. Cao
Association of Marketing Theory and Practice Proceedings 2020
The sharing economy offers consumers an alternative to ownership by exchanging value through technology-based services. As the growth of sharing economy practices continue to emerge, business scholars have only recently begun to study how cultural differences impact the sharing economy. Specifically, few studies have examined individual cultural values. Therefore, this study explores whether differences in cultural values, using Hofstede’s cultural dimensions, account for consumers’ attitudes and participation in sharing economy services (SES). Two studies employing a mix-method approach will be conducted to gain a thorough understanding of the sharing economy from both the consumers’ and the peer providers’ perspective. This …
Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell
Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell
Association of Marketing Theory and Practice Proceedings 2020
Consumer participation has made the sharing economy an economic wonder, creating valid competition for traditional service providers. Using the self-determination theory, we examine why both consumers and peer-providers engage in the sharing economy. Three areas of consumer-focused marketing where traditional providers can increase efforts to decrease erosion are app abilities; niche markets; and consumer-desired amenities. Two areas of employee-focused marketing where traditional providers can increase efforts to decrease erosion are flexible hours and environments and employee appreciation and rewards.