PART 2: COLLABORATIVE CONSUMPTION: WILL CAR SHARING REPLACE CAR OWNERSHIP?

In the first part we had a deeper look at the different concepts associated with the buzzword sharing. In addition, we analyzed how it can be distinguished from collaborative and access-based consumption, which are more accurate in order to describe the concept of car sharing. Furthermore, we came up with a definition of car sharing and we explained which circumstances have caused the rise of this phenomenon. One of the last points was that collaborative consumption is perceived as an alternative to ownership and Belk (2014) even suggests that we are entering post-ownership economy and that self-identity is influenced by what you can access instead of what you own. 

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COLLABORATIVE CONSUMPTION: WILL CAR SHARING REPLACE CAR OWNERSHIP?

Did you know that an average car in North America and Western Europe is in use only 8% of the time (Gansky 2011)? That means that more than 90% of the time the existing resources of these cars are wasted while other people don´t have the economic power to purchase an own car. A solution for this problem of missing reallocation of resources is collaborative consumption in form of car sharing. For more than one decade the concept of car sharing has gained huge popularity and owes its convenience to the internet and web 2.0 (Belk 2014). This and other contemporary phenomena have changed the consumer and their consumption behavior: The number of car sharing members worldwide is increasing while simultaneously car ownership among young people is decreasing and losing its popularity (Bardhi & Eckhardt 2012; Gansky 2011). 

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The raise of the Social Customer: How companies need to adapt for Social CRM in order to serve the changed consumer behavior.

The society is changing. Today’s tech-savvy generation raised with technologies of the 20th century and shapes and influences the companies of the future. 

In todays literature there are many articles with an isolated view on social media and the changed customer behavior, how companies can engage with customers and what effect it has on decision marking, or what effect social media has on a company’s image. 

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Generation Y’s Use of Social Media. Part 2

How Generation Y is using social media and how the Digital Natives are influencing the way companies interact with consumers and recruit young talents.

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Generation Y’s Use of Social Media. Part 1

How Generation Y is using social media and how the Digital Natives are influencing the way companies interact with consumers and recruit young talents.

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