چارچوب مدل جامع کسب و کار و اقتصاد اشتراکی
Abstract
1- Introduction
2- Research design
3- Literature review
4- Comprehensive conceptual framework of the sharing economy
5- Discussion
6- Implications for theory and practice on sustainability
7- Conclusion
References
Abstract
The sharing economy is seen as an important building block for transitions to sustainability. Although the sharing economy concept is widely used, comprehension varies about what makes a sharing economy business model. This study aims to review and categorize the field of sharing economy business model research, by reviewing the fundamentals of the concept of sharing and feeding them back into the business model literature. A comprehensive framework of business model categories is proposed, distinguishing four market segments of the sharing economy: Singular Transaction Models, Subscription-Based Models, Commission-Based Platforms and Unlimited Platforms. The study's framework is grounded in an analysis of sharing economy fundamentals and business model literature, contributing to a better understanding of the potentials of sharing economy for sustainability transitions and the implementation of business model innovations.
Introduction
In recent years the sharing economy is seen as a disruptive innovation, made possible by new technologies – mainly the Internet, which is transforming economies and the way business is done (Ferrell et al. 2017; Heinrichs 2013). Enthusiasts of the sharing economy aggregate different environmental, social and economic promises, each corresponding to different framings, values and debates (Acquier et al. 2017; Cherry and Pidgeon 2018). The environmental promises of sharing centers around better resource utilization, such as reducing idle capacity by favoring access over ownership, as well as using goods to the end of their lifespan (Botsman and Rogers 2010; Demaily and Novel 2014). A typical example are cars, which are idle 95% of the time and if were accessible to non-owners, would significantly reduce the number of cars required (Frenken and Schor 2017). Furthermore it is forecasted that sharing as a dominating consumption pattern leads to business models with a selfinterest in using more durable products and recycling more actively (Demaily and Novel 2014). Some even see sharing as an opportunity to combine efficiency, consistency and sufficiency strategies and to move these into the mainstream to transform how business is done (Heinrichs 2013; Mason 2015). Others put forward social promises of sharing, viewing the sharing economy as a way to offer cheaper access to services, which will especially help the socially deprived (Hira and Reilly 2017; Schor and Fitzmaurice 2015). Additionally, sharing is seen as a possibility to promote non-reciprocal exchange, thereby fostering community building, solidarity and social bonding among individuals, leading to more social cohesion in society (Belk 2010; Gansky 2010; Stampfl 2015). The economic promises of the sharing economy are reflected in the aim to overcome centralized economic and political institutions and to replace them with well organized (peer-to-peer) networks — composed of economically and politically emancipated individuals (Acquier et al. 2017; Hira and Reilly 2017). Other commentators remark on the new business opportunities and potential arising for start-ups (Matzler et al. 2016; PwC UK 2016), necessitating established businesses pivot their business models to avoid creative destruction (Habibi et al. 2017).