Marketing Management/ Strategy/ Branding
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.
Mellon, Amiee and Connell, Jim, "Competing with the Sharing Economy: Understanding the Barriers Faced by “Traditional” Providers" (2020). Association of Marketing Theory and Practice Proceedings 2020. 10.