Gartner Research

'Collaborative Consumption' Business Opportunities Open Up for Business Leaders

Published: 08 August 2013

ID: G00254880

Analyst(s): Rand Leeb-du Toit


Collaborative consumption involves sharing access to products and services, and its rapid adoption is leading to a shift in marketing, distribution and economic activity. This research highlights three emerging opportunities that business leaders can evaluate.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Changing societal attitudes toward ownership will force business leaders to revisit and redefine product and service strategies
    • Recommendation: Explore product as a service delivery methods to increase customer engagement
  • Peer-to-peer exchanges, based on the digitalization of social networks, will threaten companies' traditional assumptions around distribution models
    • Recommendation: Facilitate second-use sales, and empower customers to easily resell, swap, lend or gift their products
  • Collaborative consumption will displace disposable products with products designed for sharing and exchange, thereby reshaping companies' notions of product life cycles
    • Recommendation: Explore using emerging technologies like 3D printing as ways to service the greater need for replacement parts and the personalization demands of both new and second-use product owners

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