Aleksandrina Atanasova, Giana M. Eckhardt, Mikko Laamanen
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引用次数: 0
Abstract
The now-mature sharing economy has not delivered on its original utopian promises. Instead of providing prosocial benefits for consumers and society, incumbent platforms dominate monopolistic markets. In this article, we study a novel business model in the sharing economy––the platform cooperative––to ask how can a responsible marketing strategy can be viable and effective for market challengers. We draw on a qualitative, ethnographic study of the lived experiences of consumers and managers in leading platform cooperatives Fairbnb and Drivers Cooperative, and find that while challengers cannot overhaul the system, they can engender change from the margins. We identify three dimensions of a change from the margins strategy in decentralizing the marketplace, shaping authentic narratives, and building institutional partnerships. We discuss implications of a responsible marketing strategy for market incumbents and challengers within the sharing economy and beyond, and for theorizing new frameworks in the marketing strategy literature.
期刊介绍:
JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles.
When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.