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How Consumer Orchestration Work Creates Value in the Sharing Economy

How Consumer Orchestration Work Creates Value in the Sharing Economy

JM Insights in the Classroom

Teaching Insight:

These slides are useful to explain how consumers create value in the sharing economy. They explain that consumers navigate the challenges of cocreating in the sharing economy through orchestration work. It presents a framework with 4 overarching mechanisms of orchestration work and 14 specific actions that consumers engage in to overcome challenges and cocreate value in the sharing economy platforms. The slides also explain that consumer orchestration work creates value for platform firms, because it leads to efficiency, complementarities, consumer lock-in, and novelty.

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Related Marketing Courses: ​
Marketing Strategy

Full Citation: ​
Scaraboto, Daiane & Bernando Figueiredo (2021), “How Consumer Orchestration Work Creates Value in the Sharing Economy,” Journal of Marketing.

Article Abstract
While sharing economy platforms have become increasingly popular, many platforms do not create all the value that is possible because consumers face challenges while cocreating their experiences. The authors situate the origin of these challenges in the hybrid cocreation logics of the sharing economy, which combine competing communal- and transactional logics. Using a qualitative study of Couchsurfing, a platform for sharing free accommodation, findings indicate that consumers engage in orchestration work to overcome cocreation roadblocks and extract greater benefits from sharing economy platforms. This orchestration work consists of many actions reflected in four overarching mechanisms: consumer-to-consumer alignment, rewiring relations, trust investment, and network experimentation. The authors connect these mechanisms to known sources of value for firms (i.e., complementarities, efficiency, lock-in, and novelty) to make recommendations for how platform firms can foster consumer orchestration work and unlock the full value of consumer cocreation in the sharing economy

Special thanks to Holly Howe (Ph.D. candidate at Duke University) and Demi Oba (Ph.D. candidate at Duke University), for their support in working with authors on submissions to this program. 

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