For more information about Royal Holloway, please see this promotional video. To see a promotional video for the MA Consumption, Markets & Culture see here. To see a promotional video for the Royal Holloway School of Management, click here.

For more information about the Royal Holloway MA Marketing and MA Consumption, Culture & Marketing and the application process see here.

To get an understanding of the unique values that underly the MA Marketing and MA Consumption, Culture & Marketing programme please read these blog posts: Value of Scholarly Values, Importance of Reading and Morris Holbrook and Business Interest in Education.

Wednesday, 7 August 2013

Learning to Play in the New Share Economy by Giana Eckhardt

I recently published an article in the Harvard Business Review (HBR), along with my colleagues Susan Fournier (Boston University) and Fleura Bardhi (City University of London), which explores how companies should approach and adapt to the share economy. The share economy refers to the explosion of organizations that have arisen recently that cater to consumers' desire to access goods and services rather than own them. This desire stems from space and time being at a premium in today's urbanized, digitally connected world, and some of companies that typify the share economy include Zipcar (car sharing) and AirBnB (house sharing), not to mention numerous organizations that facilitate bike and music sharing. But is access based consumption really as anti-consumerist, pro-environment and pro-community as the popular press portrays it to be? Or do consumers just want cost savings and convenience? We explore these issues in this HBR article by embedding them in a debate between managers at a fictional car sharing company trying to decide how to manage their brand. After you read the article, you can see expert commentaries from executives at AirBnB and RelayRides, and also leave your own comments. What has your experience been with accessing goods rather than buying them and how does your experience impact the debate?

You can access the article here

Giana Eckhardt
Professor of Marketing Royal Holloway

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