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Product variety and design in the age of peer‐to‐peer sharing
Ist Teil von
Journal of economics & management strategy, 2023-11
Erscheinungsjahr
2023
Quelle
Wiley Online Library
Beschreibungen/Notizen
Abstract
The rise of peer‐to‐peer (P2P) sharing, exemplified recently by increased car‐sharing and clothing‐sharing, has altered our consumption style. One can consume goods without owning them. In fact, the ownership of goods can be monetized through P2P rental markets. These changes are regarded as influencing various strategies of manufacturers of goods being shared. Specifically, this paper examines aspects of product variety and design. A stylized model is examined in which a manufacturing firm makes a product variety decision of whether to launch a niche product line in addition to an existing mass product line. Consumers are of two types, including average consumers, who value the niche product less than the mass product, and snob consumers, who evaluate the niche product highly. Results demonstrate that the existence of P2P sharing makes consumers' ownership decisions immaterial, which alleviates difficulties of cannibalization between mass and niche product lines and which therefore encourages firms to widen their product variety. Moreover, to address issues of product design, the model is extended to allow the firm to choose the degree of niche‐serving of the second product line endogenously. Results show that P2P sharing deters a firm from designing a niche for the second product line.
Sprache
Englisch
Identifikatoren
ISSN: 1058-6407
eISSN: 1530-9134
DOI: 10.1111/jems.12563
Titel-ID: cdi_crossref_primary_10_1111_jems_12563
Format
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