Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Abstract
Consumer participation has made the sharing economy an economic wonder, creating valid competition for traditional service providers. Using the self-determination theory, we examine why both consumers and peer-providers engage in the sharing economy. Three areas of consumer-focused marketing where traditional providers can increase efforts to decrease erosion are app abilities; niche markets; and consumer-desired amenities. Two areas of employee-focused marketing where traditional providers can increase efforts to decrease erosion are flexible hours and environments and employee appreciation and rewards.
DOI
10.20429/amtp.2020.10
Recommended Citation
Mellon, Amiee and Connell, Jim, "Competing with the Sharing Economy: Understanding the Barriers Faced by “Traditional” Providers" (2020). Association of Marketing Theory & Practice Proceedings 2020. 10.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2020/10
