Sharing Economy: A case of customer-to-customer marketing

Markus Voeth and Sarah Stief

Die Unternehmung - Swiss Journal of Business Research and Practice, 2016, vol. 70, issue 1, 45-57

Abstract: Many business models in the sharing economy still have adoption problems among customers. This is especially due to providers not having sufficient regard for the specific nature of the sharing economy in their marketing activities. This contribution shows that most offers in the sharing economy are characterized by the benefits to customers that result from the number or the behavior of other customers. Therefore, the sharing economy has to be considered as a branch of customer-to-customer marketing. In order to tackle the existing adoption problems and to accelerate the diffusion of sharing economy offers, the marketing instruments of customer-to-customer marketing can be used to optimize sharing economy dissemination. Thus, this paper presents and discusses suitable instruments to face marketing problems of the sharing economy.

Date: 2016
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DOI: 10.5771/0042-059X-2016-1-45

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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