Assessing the Potential of Sustainable Value Chains in the Collaborative Economy

Myriam Ertz and Emine Sarigöllü
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Myriam Ertz: LaboNFC, Université du Québec à Chicoutimi; Chicoutimi, QC G7H 2B1, Canada
Emine Sarigöllü: LaboNFC, McGill University; Montreal, QC H3A 1G5, Canada

Sustainability, 2019, vol. 11, issue 2, 1-12

Abstract: The current business paradigm entails a narrow, profit-centered and managerially-focused nature. This article proposes that the study of the collaborative economy necessitates an inevitable shift in the conventional business paradigm and suggests that the institutional school of marketing thought, in general, and the electric theory of marketing, in particular, offers a useful theoretical framework for investigating the theoretical impact of the collaborative economy on the value chain. Uber is used as an illustrative case, on which the electric theory of marketing is applied, to demonstrate how the archetype of the collaborative economy theoretically impacts the value chain and contributes to sustainability in the value chain in the transportation services industry. The study provides further insights in the form of suggestions and propositions for ensuring sustainability in the value chain of collaborative systems.

Keywords: sharing economy; collaborative economy; value chain; institutional school; electric theory of marketing; Uber; sustainability; conceptualization; business paradigm; services (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:2:p:390-:d:197460

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