What has the sharing economy done to marketers? It has turned the consumer into something entirely different, according to Wharton marketing professor Cait Lamberton: "Traditionally, you have a firm that provides a good or a service, and the consumer acquires it. In the sharing economy, the consumer is also a producer. There is this new term now in the lexicon, being a 'prosumer.' ... There is a balancing act between the different identities of the consumer in this space."
How do marketers deal with this new reality? Lamberton says, "...in some ways, we have to get out of our own way and listen to consumers talk about their experience instead of trying to impose the roles that we expect should govern their behavior."
Read more from Lamberton, or listen to her being interviewed on Knowledge@Wharton's podcast: https://knowledge.wharton.upenn.edu/article/sharing-economy-marketing-strategy/?
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