Platform cooperatives in the sharing economy: How market challengers bring change from the margins

IF 9.5 1区 管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2024-08-08 DOI:10.1007/s11747-024-01042-9
Aleksandrina Atanasova, Giana M. Eckhardt, Mikko Laamanen
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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.

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共享经济中的平台合作社:市场挑战者如何从边缘带来变革
现已成熟的共享经济并未兑现其最初的乌托邦式承诺。现有平台非但没有为消费者和社会带来社会效益,反而主导了垄断市场。在这篇文章中,我们研究了共享经济中一种新颖的商业模式--平台合作社--来探讨负责任的市场营销战略如何才能为市场挑战者带来可行性和有效性。我们对领先的平台合作社 Fairbnb 和 Drivers Cooperative 的消费者和管理者的生活经历进行了定性的人种学研究,发现尽管挑战者无法彻底改变整个系统,但他们可以从边缘开始变革。我们确定了边缘变革战略的三个方面,即分散市场、塑造真实叙事和建立机构伙伴关系。我们讨论了负责任的营销战略对共享经济及其他领域的市场现有者和挑战者的影响,以及对营销战略文献中新框架理论化的影响。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
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.
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