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How digital platforms materialize sustainable collaborative consumption: a Brazilian and Canadian bike-sharing case study

da Silveira Alexandre Borba, Levrini Gabriel Roberto Dellacasa et Ertz Myriam. (2021). How digital platforms materialize sustainable collaborative consumption: a Brazilian and Canadian bike-sharing case study. Journal of International Consumer Marketing, p. 1-21.

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Technology development is routinely seen as the solution to stay relevant, however, many organizations are unsure of exactly how to capitalize on such technology. This paper builds on current traditional market research (TMR) with deep customer insights (DCI) theory to understand how the development of a new technological solution can be supported by TMR and DCI methods. An empirical case study of an international firm developing a new product to utilize the internet of things (IoT) is investigated. This research reports on a 13 stage method, including industry and company business model analysis, mobile application analysis, cross-national company and customer interviews, co-design, and testing of prototypes methods. The results demonstrate how DCI methods enable an understanding of the opportunity a technological intervention provides, not just simply implementing it as a solution to a problem. In addition, it contributes to the emerging field of DCI methodologies by providing a practical examination of their use in the field. The paper illustrates the successful implementation of DCI methods as data collection to provide a novel approach to connect with customers to develop IoT products and services applicable to all cross-national organizations.

Type de document:Article publié dans une revue avec comité d'évaluation
Pages:p. 1-21
Version évaluée par les pairs:Oui
Identifiant unique:10.1080/08961530.2021.1907828
Sujets:Sciences sociales et humaines > Sciences sociales > Administration publique
Sciences sociales et humaines > Sciences sociales > Économie
Sciences naturelles et génie > Sciences appliquées > Eau et environnement
Département, module, service et unité de recherche:Départements et modules > Département des sciences économiques et administratives
Mots-clés:Collaborative consumption, digital platforms, materiality, bike-sharing, sustainable consumption
Informations complémentaires:This is an Accepted Manuscript version of the following article, accepted for publication in Journal of International Consumer Marketing. da Silveira, A. B., Levrini, G. R. D., & Ertz, M. (2021). How digital platforms materialize sustainable collaborative consumption: A brazilian and canadian bike-sharing case study. Journal of International Consumer Marketing. doi: 10.1080/08961530.2021.1907828. It is deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (, which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Déposé le:14 sept. 2021 15:48
Dernière modification:22 nov. 2022 05:00
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Creative Commons LicenseSauf indication contraire, les documents archivés dans Constellation sont rendus disponibles selon les termes de la licence Creative Commons "Paternité, pas d'utilisation commerciale, pas de modification" 2.5 Canada.

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