Sharing Economy Platforms

A Casebook for Understanding Multiplayers in Sharing Economy Platforms

Inbunden, Engelska, 2024

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This book explores the sharing economy platforms of digitally-driven companies that bring economies of scale to bring consumers more choices. In China, digital platforms such as Pinduoduo and Meituan have pioneered a new sort of consumer economics. What's behind the rise of this new sort of economy? In this tightly argued book, Dr. Yuan and Prof. Liu explain what's driving the new economy, in a book of interest to marketing professionals, scholars, and economists.

Produktinformation

Utgivningsdatum2024-10-15
Mått148 x 210 x 17 mm
Vikt408 g
FormatInbunden
SpråkEngelska
Antal sidor206
FörlagSpringer Verlag, Singapore
ISBN9789819754038

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Tillämpad datateknik inom Data och IT
Nationalekonomi inom Ekonomi och Ledarskap
Marknadsföring på nätet inom Ekonomi och Ledarskap
E-handel inom Ekonomi och Ledarskap

Dr. Ruizhi Yuan is now the programme coordinator of MSc International Management (Marketing), and Assistant Professor in Marketing at Nottingham University Business School China. Her research interests focus on sharing economy, individual well-being and branding in emerging markets.Prof. Martin J. Liu is the Associate Dean and Professor in Marketing and Innovation at the Nottingham University Business School China. His research interests focus on digital innovation, and he regularly publishes in world-leading journals, including MIS Quarterly, Information Systems Research, and the British Journal of Management.

Chapter 1: The concept of sharing economy platform (SEP).- Chapter 2: SEP’s marketing strategies to adapt to changing environment—the Case of FischerTM.- Chapter 3: Value creation in the SEP.- Chapter 4: The reasons why consumers join the SEP.- Chapter 5: SEP is facilitating Electronic Word-of-Mouth (eWOM): the case of Xiaohongshu Platform.- Chapter 6: Understanding prosumers’ behaviours in SEPs.- Chapter 7: The ethical consideration of datafication in platforms: The case of Chinese social credit SEP.- Chapter 8: The supplier governance strategy in SEPs.- Chapter 9: The fellow customers’ engagement behaviors in SEPs.