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Collaborative Consumption - School Essays

Collaborative Consumption

Executive Summary

The objective of this report is to analyze and assess the socioeconomic trend of collaborative consumption. To obtain a more comprehensive understanding of the trend, we utilized a combination of traditional resources and qualitative research to determine what it is, the ideology and motivational dynamics that have given rise to its popularity, and ultimately the trend’s influence on consumer behavior. In our findings, our team discerned a substantial correlation between “car-sharing” and individuals who engage in an environmentally conscious lifestyle. As such, we concentrated our investigation of the trend with regards to these individuals, which subsequently lead to ...

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cars at a selection of associated rates. We obtained feedback information from some Zipcar members on what they think of the Zipcar service. The other business that we assessed was a creative entrepreneurial venture called RelayRides® in which consumers share their vehicles with other consumers (known as “person-to-person car-sharing”). The business acts a moderator between these individuals, taking a percentage of the proceeds. This organization enables consumers to take on the roles of the employee in exchange for having access to their online database of user-rated members. Collectively, our in-depth evaluation of both businesses and their operations provide our team with corroborated conclusions about the trend.
As indentified throughout the remainder of the report, our team was ultimately able to discern how collaborative consumption in the automotive industry affects consumers and how marketing strategies can benefit from our findings to better attain a sustainable ...

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· CONTEMPORARY CONSUMER BEHAVIOR & SHARED CONSUMPTION:

Though the idea of collaborative consumption was penned only a few years ago, it has been around for quite some time. The grounds for getting collaborative consumption off the ground have always been there, but only until recently few have embraced it as a viable market sector. Russell Belk, a famous marketing professor and the chair of marketing for Kraft Foods, wrote a paper called “Sharing”, in which he notes times where we as consumers are sharing and don’t even realize it. “In the west a meal served “family style” means that the contents of serving dishes are freely available to all at the table. ...

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PAPER DETAILS
Added: 3/21/2011 01:05:18 PM
Submitted By: JRosenstock
Category: Business
Type: Premium Paper
Words: 3659
Pages: 14

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