How Love Home Swap Create Value in Terms of Consumer Well Being? What Role Can Marketing Play in This Process?

Topics: Marketing, Business-to-business, Business-to-consumer Pages: 4 (1323 words) Published: April 13, 2013
How Love Home Swap create value in terms of consumer well being? What role can marketing play in this process?

1.Introduction
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...

References: Albinsson, Pia A., and B. Yasanthi Perera. "Alternative marketplaces in the 21st century: Building community through sharing events." Journal of Consumer Behaviour 11.4 (2012): 303-315.
Botsman, Rachel. Harvard Business Review Volume: 88 Issue: 10 (2010-10-01) p. 30-30. ISSN: 0017-8012.
Botsman, Rachel, and Roo Rogers. What 's mine is yours: The rise of collaborative consumption. HarperBusiness, 2010.
Botsman, Rachel. "The Case for Collaborative Consumption." Speech. Talks TEDex. Sydney. May (2010).
DeLeire, Thomas, and Ariel Kalil. "Does consumption buy happiness? Evidence from the United States." International Review of Economics 57.2 (2010): 163-176.
Dunn, Elizabeth W., Daniel T. Gilbert, and Timothy D. Wilson. "If money doesn 't make you happy, then you probably aren 't spending it right." Journal of Consumer Psychology 21.2 (2011): 115.
Karmann, Markus. The Rise of Collaborative Consumption on the Example of Couchsurfing. GRIN Verlag, 2012.
Madhavaram, Sreedhar, and Shelby D. Hunt. "The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy." Journal of the Academy of Marketing Science 36.1 (2008): 67-82.
Oswald, Andrew. "A Non-Technical Introduction to the Economics of Happiness." University of Warwik (1999).
Ozanne, Lucie K., and Paul W. Ballantine. "Sharing as a form of anti‐consumption? An examination of toy library users." Journal of Consumer Behaviour 9.6 (2010): 485-498.
Sacks, Danielle. "The Sharing Economy." Fast Company 155 (2011): 88-131.
Sheth, Jagdish N., Nirmal K. Sethia, and Shanthi Srinivas. "Mindful consumption: a customer-centric approach to sustainability." Journal of the Academy of Marketing Science 39.1 (2011): 21-39.
Vargo, Stephen L., and Robert F. Lusch. "Evolving to a new dominant logic for marketing." Journal of marketing (2004): 1-17.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Create the Value Essay
  • How does an organization create customer value Essay
  • What is Marketing? Essay
  • Essay about this is it
  • Marketing Process Research Paper
  • How Being in Love Can Change People Essay
  • Can marketing change behaviour Essay
  • Negative Consumer Behavior What is negative consumer behavior and what are the characteristics of a bad customer? How can managers address...

Become a StudyMode Member

Sign Up - It's Free