The company must be interested in the stakeholders influencing its internal activity, in other words, suppliers, customers, investors and partners. For example, to improve its relationship with its customers, the company creates a customer club to facilitate the exchange of its used products. At first glance, it will sell less, so what would it gain by creating this club? In the long term, “positive external factors would compensate for the risks” (CCI 2014) and the company would win the loyalty of these customers.
– It must find an alternative to its business model6 in regard to the challenges of the collaborative economy. In this case, the company opts for a gradual change in its activity, as opposed to an abrupt one. It integrates social elements “on a small scale, by creating an agile ad hoc structure (in lean start-up mode) in order to experiment with more open models” (see Box 2.5).
– The company must intercept a part of the clients from start-ups that are engaged in collaborative economy practices. Companies in the “traditional economy” have underutilized capacities and assets to mobilize a shared or collaborative approach: “It can be a customer base, a local presence, a network of business partners, exclusive suppliers or patented technology.”
Box 2.5. Lean start-up
Lean start-up is a methodology that presents a new way of developing new products with an emphasis on rapid iterations, customer understanding, great vision and great ambition, all at the same time (Ries 2011; Bernet 2014).
These initiatives allow companies wishing to transition to the sharing economy to gradually integrate this new economic model into their strategy. They can choose one initiative or the other according to the capacity of its resources (human and financial) and remain alert for all changes affecting its sector of activity.
2.5. Conclusion
The sharing economy is gaining more and more ground, and this is not a “whim” in the business world. It really does exist and provides solutions to many of the problems caused by the traditional economy, which in this case, are those related to social well-being, particularly poverty and social exclusion.
Even if there is some reluctance about the economic consequences of the collaborative economy, an initiative in favor of the collaborative economy is only beneficial for companies, because it opens up opportunities for them to enhance the value of their products and ensure their sustainability. That is why they must not resist: either they surf this new wave of possibility, or they get carried away. It is therefore better to turn these threats into opportunities.
TO REMEMBER.– Opting for an approach in favor of the sharing economy is a great adventure for a company. The protagonists of this new model were motivated by their convictions and desires to contribute to the sustainability of the community, the economy and the environment.
Nevertheless, activities in support of the sharing economy create value and specifically provide employment opportunities. On this last point, those that are “suspicious” of the sharing economy are opposed to the idea that this new economy can preserve and stimulate the world of work.
Can we resolve this dilemma?
Impossible, for the time being. The sharing economy is a topic in full development, only time will confirm or deny the impact of this new economy.
1 1 PricewaterhouseCoopers is a network of companies specializing in auditing missions, accounting and consulting for companies.
2 2 Source: https://www.linkedin.com/pulse/entenda-o-prosumer-esse-novo-consumidor-jurandir-si queira.
3 3 Wikinomics: How Mass Collaboration Changes Everything, a book by Tapscott and Williams, published in 2006, describing an economic system based on massive collaboration and an intensive use of technology. It was translated into French in 2007 under the title Wikinomics: Wikipédia, Linux, YouTube, comment l’intelligence collaborative bouleverse l’économie.
4 4 The “King Baudouin” Foundation is an independent and multifaceted foundation, active in Belgium and at European and international level. It wants to make positive changes in society and invest in projects or individuals that can inspire others. It was founded in 1976.
5 5 Self-image, confidence and a sense of integration.
6 6 “A business model describes precisely how your company will make money. In practice, this means defining what you are going to sell, to which customers, for what purpose, in what way, and for what benefit. In other words, it is about describing your activity” (Source: http://www.entreprendre-ensemble.com/pdf/outils/decrire-son-modele-economique.pdf).
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