Problem
A. Discuss the rise of the sharing economy. - Define what the sharing economy is, and outline how/why it has developed. - Contextualize the sharing economy in current times of increasingly liquid consumer lifestyles. - Identify its merits and critiques.
B. Discuss the role of consumer behaviour in the sharing economy. - Outline latest consumer research on how consumers consume in the sharing economy, and what they (not) value. - What are key marketing issues (challenges/opportunities) in the sharing economy? - Integrate concepts and frameworks that we discussed in class into this part of the analysis. What is the role of consumers' attitudes, identity/self, reference groups, brand communities etc. in consumer behaviour in the sharing economy?
C. Based on this consumer behavioural analysis, provide three crisp managerial recommendations that will help your start up audience to develop competitive marketing strategies in the sharing economy. For each recommendation provide best practice examples of sharing economy companies who managed to get it right.