The consumer production journey: marketing to consumers as co-producers in the sharing economy

Abstract

New digital technologies not only support consumers in better fulfilling their own consumption needs but also enable them to create greater value for other consumers. These new consumer co-production activities, collectively referred to as the sharing economy, require firms to rethink their role in the marketing value creation process. Firms need to define new marketing actions that create value for consumers who are also co-producers. To address this challenge, we propose a two-layered conceptual framework of consumer co-production networks and the individual consumer production journeys therein. These concepts expand the traditional production model and consumer journey, respectively, explicitly taking into account consumer coproduction activities. Within the framework, we draw on household production theory combined with insights from institutional design theory and consumer behavior research to analyze how marketing can support consumers' co-production activities. We discuss the managerial and consumer welfare implications of our analysis and outline new opportunities for further research.

Attracted to or Locked In? Explaining Consumer Loyalty toward Airbnb

“…Still, other studies emphasize the role of affective commitment in determining loyalty to Airbnb [2]. Dellaert [30] also states that affective commitment is very important in leading in the sharing economy. Affective commitments, such as customer's emotional attachments to a service provider, become even more significant in the sharing economy, where customer loyalty plays a key role in motivating customers to continue using the service.…”

Dealing With Human Resources in the Age of Consumer 4.0: Aiming to Improve Service Delivery

“…Customers are hyper-connected through different technologies, including not only the well-known mobile technologies, but also those like Internet of Thing (IOT), nanotechnology, or artificial intelligence. These technologies underlie several defining activities of Consumer 4.0, such as the co-design and recommendation of products; participating in the distribution and sale of products; co-producing and sharing experiences; and offering peer support, revision, and innovation (Dellaert, 2019). Consumers also have the opportunity to access a huge amount of information, which allows them to compare offers from a wide variety of suppliers.…”

“…Despite the importance of human resource management in achieving a company's objectives, there are few scientific papers that try to generate knowledge on developing human resource strategies within Industry 4.0 (Hecklau et al, 2016;Benešová and Tupa, 2017;Longo et al, 2017). This new context routinely blurs the lines between personal and professional activities, as well as the forms of employing people who participate in value creation systems (Dellaert, 2019).…”

“…For instance, companies in today's environment must contend with, among other things, large databases and the need to increase the productivity of different tasks and operations. At the same time, ICTs allow new business models wherein consumers can become active co-producers in the value creation process (Dellaert, 2019). However, in order to shift innovation from the company to the customer, firms need to achieve a different kind of coordination between various organizational areas, including marketing (Ardito et al, 2019).…”

Economia col·laborativa

“…Totes dues parts, propietaris d'habitatges i viatgers, interactuen socialment i col•laboren en la generació de valor Habibi, 2019). En aquest mercat bilateral, el valor emergeix tant de la interacció directa entre amfitrió i hoste com també de la implicació conjunta de la xarxa d'usuaris (Dellaert, 2019;Ramaswamy i Ozcan, 2018).…”