Marketing to consumers as co-producers in the sharing economy

Summarises findings from a paper published in the Journal of the Academy of Marketing Science: The consumer production journey: Marketing to consumers as co-producers in the sharing economy.

This article summarises “The consumer production journey: Marketing to consumers as co-producers in the sharing economy” by Benedict G. C. Dellaert, Journal of the Academy of Marketing Science (2019) Volume 47, pp. 238–254.

Digital technology is empowering consumers, putting them in charge of how they search, purchase, experience, and evaluate products. Artificial intelligence, robotization, and 3D printing will enhance consumers’ capabilities still further in coming years, not only to better fulfill their own consumption needs but to produce new value for other consumers. Companies need to rethink their role in the marketing value creation process, and define new...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands