ABSTRACT

With the rise of new markets, in which products and resources are reused and redistributed, marketers must find new ways to orient and manage their business models. This study addressed one such development – the second-hand economy – which lengthens the lifespan of used goods through redistribution of their ownership. While previous research has analysed the second-hand economy mostly from a consumer perspective, a systematic understanding of value creation in this realm is lacking; hence, this study used a business perspective to construct a typology of second-hand business models. This resulting typology serves as an important analytical tool for understanding the variety of ways in which companies engage in the second-hand economy. The paper concludes with implications for managers who are either threatened by emerging second-hand business models, considering entering the second-hand market, or already engaged in second-hand commerce.

摘要

随着新市场的兴起，产品和资源被重复使用和重新分配，营销人员必须找到新的方法来定位和管理他们的商业模式。本研究针对这样一种发展——二手经济——通过重新分配所有权来延长二手商品的使用寿命。虽然以前的研究主要从消费者的角度分析二手经济，但对价值创造的系统理解在这个领域是缺乏的；因此，本研究使用商业视角来构建二手商业模式的类型学。由此产生的类型学是理解公司参与二手经济的各种方式的重要分析工具。本文最后对那些受到新兴二手商业模式威胁、考虑进入二手市场或已经从事二手交易的管理人员提出了启示。