How Love Home Swap create value in terms of consumer well being? What role can marketing play in this process?
The notion of marketing and its role shifted since the nineteen fifties, where the emphasis was put on the decision-making and problem solving functions (marketing management) to this date, where the emphasis is placed on the relationship between the Organization and the Client . In 2007, the American Marketing Association defined marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large .” This new form of relationship created, both to Organizations and Clients, new opportunities for of value creation, where each party is responsible for a share of the results. Combined with the power of the Internet and social networking, such as Facebook and Tweeter, that make social interaction faster and virtually erasing physical borders enhances this new form of relationship between Organizations and Clients, giving rise to the phenomenon of “collaborative consumption”. Rachel Botsman and Roo Rogers define “collaborative consumption” as “systems of organized sharing, bartering, lending, trading, renting, gifting and swapping. Collaborative consumption gives people the benefits of ownership with reduced personal burden and cost and also lower environmental impact – and is proving to be compelling alternative to traditional forms of buying and ownership .” The drives of Clients to make use this novel model of consumptions are numerous: a will to share, environmental concern, awareness about over consumption, economic constrains and pleasure of helping others (for the different kinds of goods and services where the model can be used, please see Annex 1). The collaborative consumption model praised that having access to goods is more important than owning them. The model can be applied to different forms of...
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