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Institut für Marketing & Management

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Browsing Institut für Marketing & Management by Subject "Access-based services"

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    Managing Share Economy : positive und negative Auswirkungen bei der Einführung von Access-Based Services
    (2019) Lehr, Adrian Marinus; Büttgen, Marion
    In the last few years, services that allow consumers to use goods for short time periods have gained considerable relevance (Baumeister et al. 2015; Bert et al. 2016). This phenomenon is known as sharing or share economy (Wallenstein 2016) and follows the principles of borrowing, renting, bartering and sharing, and focuses in particular on collaborative consumption (Botsman and Rogers 2010). This dissertation project is focused on access-based consumption or access-based services (Schaefers et al. 2016). These services are defined as "market-mediated transactions that provide customers with temporally limited access to goods in return for an access fee, while the legal ownership remains with the service provider". A common practical example is car sharing. Starting from the main drivers of this trend towards non-ownership-oriented forms of consumption, this dissertation addresses the positive and negative effects for companies that want to move into this sector. Based on a systematic literature review, the thesis identifies several important research gaps in this emerging field. This dissertation project makes several important contributions to the research to close these gaps. The thesis examines three central research questions. A first research question addresses the impact of the development towards service-oriented business models of the so-called access-based services for manufacturing companies. This work shows in detail which customer-side effects arise from the use of access-based services with regard to the product or brand used. The role that access-based services can play in the adoption and diffusion of new products is also highlighted. Furthermore to these positive effects, this dissertation project also addresses the issue that in many cases the introduction of access-based services does not lead to the intended commercial success. Thus, this research examines the question which features and characteristics an access service must have in order to be accepted by the customer. This also shows that these offers result in a cost-intensive operation. The third question of this dissertation is dedicated to the issue that companies try to establish themselves in this new market through a communicative positioning of less innovative, more classical rental concepts as sharing offers. For this purpose, the concept of sharewashing on the basis of established greenwashing is introduced within this dissertation project. Thus, one of the objectives of the thesis is to examine the effects of such a misleading approach. The results show that such sharewashing leads to a loss of customer acceptance. Thus, this work also contributes to the research stream of marketing ethics. In summary, the present work addresses different, but interdependent questions in the field of access-based services. To answer the questions, several theoretical concepts (information integration theory, attribution theory, adoption theory) and research streams (innovation, trial, consumer skepticism) were referred to, which were also extended within this work. A longitudinal field study, a field study including company data, a qualitative study, a factorial survey design and two experiments were applied. This dissertation thus makes comprehensive contributions by demonstrating how and under what conditions corporate behavior within the access-based services market can lead to positive, but also possible negative effects for companies.