Revisit: Macromarketing 2018


Leipzig, 10-13 Jul 2018; Deadline 31 Jan

Dear Colleagues,

We cordially invite you to submit your research to our track of the 43rd Annual Macromarketing Conference Leipzig – Germany, which takes place from July 10 to 13, 2018.

Deadline for submission: January 31, 2018

Track Title: “Sharing Economy as Complementary Economy? The relation between providers and consumers”

Alternative economies are discussed as responses to precarious conditions in everyday life. They find some substantiation in certain types of transactions, such as collaborative or access-based forms of consumption, which are discussed along the sharing economy. What is more, they occur in parallel or complementary to mainstream economies (Campana, Chatzidakis, & Laamanen, 2017; Gollnhofer & Schouten, 2017). Exchange structures reflect a society’s belief structure and marketplace actors, the dominant social paradigm (Gollnhofer & Schouten, 2017), which seems to be faced with alternatives.

Due to the economic crises, increasing trust of transactions via the internet and environmental concerns (e.g., Möhlmann, 2015; Owyang, Tran & Silva, 2013; Tussyadiah, 2015) sharing economy and collaborative consumption are increasing in popularity (Belk, 2014). Instead of buying goods and owning them, consumers gain temporarily access to goods they need (Bardhi & Eckhardt, 2012). Today people can engage in the sharing economy and collaborative consumption transactions in almost all business areas, including tourism (e.g., AirBnB), entertainment (e.g., public bookshelves), food (e.g., food coops), and transport (e.g., Uber). Due to its ongoing growth, the sharing economy will have far-reaching consequences for organizations, companies, consumers and the relation between these actors.

Recognizing the potential of the sharing economy, many companies have already taken steps to transform their business (Botsman, 2014). Utilizing the Internet, these companies establish regulations and provide a platform for exchange but do not possess anything. Collaborative consumption on the other hand, can also be organized within a community, whereby people are self-organizing access to goods and sharing.

The Track will specifically focus on market actor’s perspectives and their exchange / relationship. The contributions will deepen the insight into the interaction of these market actors and its consequence on the nature and structure of exchange.

Additionally, comprising providers’ and consumers’ perspective regarding their relationship is allowing for further insights focusing on the marketer side or the consumer side. Thus, market strategies and process are investigated or consumer research in sharing economy is undertaken.

The purpose of the Track is to examine the opportunities and challenges for marketing associated with the sharing economy. It discusses new requirements for marketing by examining differences between providers in the sharing economy and traditional companies by identifying for example their value propositions or business models in more general. It further seeks to understand better the relationship between provider and user in the sharing economy.

Suggested Topics:


Consequences of the Sharing Economy on

·        society, general public and market actors (lifestyles, value systems, etc.)

·        corporations (differences between providers in the sharing economy and traditional companies with regard to value propositions or marketing aspects in their business models, design of virtual environments as market place of sharing economy) and

·        respective relationships (trust building in the light of frequent but virtual consumer-to-consumer interaction, regulatory systems of rules, etc.)


Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.

Botsman, R. (2014). Sharing’s not just for start-ups. Harvard Business Review, 92(9), 23-25.

Campana, M., Chatzidakis, A. & Laamanen, M. (2015). Special Issue on Alternative Economies, Journal of Macromarketing, 35(1), 151-152.

Campana, M., Chatzidakis, A., & Laamanen, M. (2017). Introduction to the Special Issue. Journal of Macromarketing, 37(2), 125-130.

Gollnhofer, J. F., & Schouten, J. W. (2017). Complementing the Dominant Social Paradigm with Sustainability. Journal of Macromarketing, 37(2), 143-152.

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.

Owyang, J., Tran, C., & Silva, C. (2013). The collaborative economy. Altimeter, United States.

Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and communication technologies in tourism 2015 (pp. 817-830). Springer International Publishing.

Track co-chairs

Dr. Elfriede Penz, MAS, EurPhD – contact person
WU Vienna, Welthandelsplatz 1, A-1020 Vienna

Dr. Barbara Hartl
WU Vienna, Welthandelsplatz 1, A-1020 Vienna
Dr. Eva Hofmann
WU Vienna, Welthandelsplatz 1, A-1020 Vienna

Link to Conference website: