Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights

Future Research Directions

AbstractSince the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars concerning how BT enables an institutionally embedded view of ethical marketing activities and practices that enhance collaborative marketing and subsequently innovate value chains and create sustainable business models in the sharing economy, as well as to the metaverse.

Sustainable Business Models: A Bibliometric Performance Analysis

Energies ◽

10.3390/en13226062 ◽

2020 ◽

Vol 13 (22) ◽

pp. 6062 ◽

Cited By ~ 2

Author(s):

Magdalena Marczewska ◽

Mariusz Kostrzewski

Keyword(s):

Business Models ◽

Academic Research ◽

Future Research ◽

Sustainable Business ◽

Research Directions ◽

Sustainable Performance ◽

Body Of Knowledge ◽

Future Research Directions ◽

Research Stream

Sustainable business models have become a phenomenon of global interest. Since the beginning of the 21st century, companies have sought to shift from traditional business models towards sustainable ones in order to leverage their sustainable performance and increase their competitive advantage. The aim of this paper is to provide an extensive overview of the academic research on sustainable business models with the focus on inquiry of main trends related to business and economics studies and identification of future research directions. This paper reviews existing literature on sustainable business models in order to map this research stream and identify the most substantial contributors to the advances of research in this field. It contributes to the existing body of knowledge on sustainable business models by: (1) describing the most influential and high-impact researchers/authors, journals, and papers; (2) highlighting main and most important research trends related to sustainable business models in studies on business and economics; and (3) identifying future research agendas in investigating sustainable business models from business and economics perspectives.

Sustainable Business Models – What Do Management Theories Say?

Vezetéstudomány / Budapest Management Review ◽

10.14267/veztud.2016.10.06 ◽

2016 ◽

pp. 62-72

Author(s):

Gyula Zilahy

Keyword(s):

Business Models ◽

Industrial Ecology ◽

Explanatory Power ◽

Sharing Economy ◽

Sharp Reduction ◽

Sustainable Business ◽

Resource Based View ◽

Theoretical Approaches ◽

Theoretical Foundations

Literature describing the notion and practice of business models has grown considerably over the last few years. Innovative business models appear in every sector of the economy challenging traditional ways of creating and capturing value. However, research describing the theoretical foundations of the field is scarce and many questions still remain. This article examines business models promoting various aspects of sustainable development and tests the explanatory power of two theoretical approaches, namely the resource based view of the firm and transaction cost theory regarding their emergence and successful market performance. Through the examples of industrial ecology and the sharing economy the author shows that a sharp reduction of transaction costs (e.g. in the form of internet based systems) coupled with resources widely available but not utilised before may result in fast growing new markets. This research also provides evidence regarding the notion that these two theoretical approaches can complement each other in explaining corporate behaviour.

Sustainable development and sharing economy: A bibliometric analysis

Problems and Perspectives in Management ◽

10.21511/ppm.19(4).2021.01 ◽

2021 ◽

Vol 19 (4) ◽

pp. 1-19

Author(s):

Ruihui Pu ◽

Xiang Li ◽

Pujiayi Chen

Keyword(s):

Sustainable Development ◽

Smart Grids ◽

Business Models ◽

Sustainable Consumption ◽

Sharing Economy ◽

Research Trend ◽

Urban Mobility ◽

Sustainable Business ◽

Academic Communities ◽

Sustainability promotes a feasible strategy to achieve a continuous development of the economy, society, and environment. This study aims to analyze the growing efforts on researches made by academic communities in exploring the sharing economy as a potential approach to promote sustainable development. A bibliometric approach with VOSviewer and COOC analysis was applied. A total number of 975 published articles were analyzed in this study. As a result, it was found that few studies have shed light on collaborative and sustainable consumption, climate change, and bioeconomy in the sharing economy by country, such as renewable resources and business models, circular economy in China, and life cycle assessment, particularly taking evidence from the urban mobility services in China. It was also revealed that there is a new indiscipline research trend in the field of sustainable development such as sustainable business models, game theory, blue economy, peer-to-peer accommodation, smart grids, and electric vehicles. Other trend concentrates on technological advancements and policies to promote sustainable development in the sharing economy.

Increased Value Through Sharing in Multi-Sided Markets

Green Business ◽

10.4018/978-1-5225-7915-1.ch044 ◽

2019 ◽

pp. 907-924

Author(s):

Nina Tura ◽

Aino Kuitunen ◽

Lauri Lättilä ◽

Samuli Kortelainen

Keyword(s):

Mathematical Model ◽

Cost Saving ◽

Conceptual Model ◽

Business Models ◽

Business Processes ◽

Sharing Economy ◽

Taxi Driver ◽

Sustainable Business ◽

The Cost

The demand for more sustainable business models is increasing the need for current businesses to develop their business processes and value creation mechanisms. One way to improve sustainability is sharing resources and services in a new sharing economy paradigm. This chapter builds a conceptual model for taxi ridesharing to describe the value potential that is born by increasing the efficiency of taxi businesses. First, a framework for multisided markets is built to understand the different value elements of taxi ridesharing. Then, a conceptual mathematical model is introduced to understand the value symmetries including the cost saving potential and allocation from the perspectives of the customer and the supplier. The model shows that it is possible to have a system that creates value for both the taxi driver and the passenger, while simultaneously leading to significant reduction in CO2 emissions.

Marketing in the Sharing Economy

Journal of Marketing ◽

10.1177/0022242919861929 ◽

2019 ◽

Vol 83 (5) ◽

pp. 5-27 ◽

Cited By ~ 67

Author(s):

Giana M. Eckhardt ◽

Mark B. Houston ◽

Baojun Jiang ◽

Cait Lamberton ◽

Aric Rindfleisch ◽

...

Keyword(s):

Technological Development ◽

Economic Value ◽

Marketing Research ◽

Sharing Economy ◽

Future Research ◽

Value Appropriation ◽

Socioeconomic System ◽

Key Characteristics ◽

Future Research Directions ◽

Future Direction

The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline. However, the sharing economy’s implications for marketing thought and practice remain unclear. This article defines the sharing economy as a technologically enabled socioeconomic system with five key characteristics (i.e., temporary access, transfer of economic value, platform mediation, expanded consumer role, and crowdsourced supply). It also examines the sharing economy’s impact on marketing’s traditional beliefs and practices in terms of how it challenges three key foundations of marketing: institutions (e.g., consumers, firms and channels, regulators), processes (e.g., innovation, branding, customer experience, value appropriation), and value creation (e.g., value for consumers, value for firms, value for society) and offers future research directions designed to push the boundaries of marketing thought. The article concludes with a set of forward-looking guideposts that highlight the implications of the sharing economy’s paradoxes, maturation, and technological development for marketing research. Collectively, this article aims to help marketing scholars not only keep pace with the sharing economy but also shape its future direction.

Sustainability-Oriented Business Model Evaluation—A Literature Review

Sustainability ◽

10.3390/su131910908 ◽

2021 ◽

Vol 13 (19) ◽

pp. 10908

Author(s):

Anika Süß ◽

Kristina Höse ◽

Uwe Götze

Keyword(s):

Literature Review ◽

Business Model ◽

Model Evaluation ◽

Business Models ◽

Model Development ◽

Indicator System ◽

Future Research ◽

Sustainable Business ◽

Simulation Based ◽

Since the need of sustainable development is indisputable, companies are forced to strive for resources, processes, and products that are sustainable. Thus, their business models as the main representation of their activities should be designed in an ecologically, economically, and socially beneficial way. However, designing and developing sustainable business models is closely linked to their evaluation. Sustainable business model evaluation as a vital part of business model development has been addressed in literature in the past with increasing frequency. As a consequence, the plethora of different approaches of sustainability-oriented business model evaluation calls for a systematic literature review. Thus, in this study, we reviewed existing articles on sustainability-oriented business model evaluation and identified four main categories of evaluation methods: single indicators (I), indicator system/framework (II), simulation-based evaluation (III), and multi criteria decision-making (IV). By analyzing and structuring the proposed approaches, their benefits and limitations are revealed, pointing out gaps and future research needs for successfully designing and evaluating business models today and in the future.

PECULIARITIES IN CONSTRUCTION OF SEGMENTATION MODELS: THEORY AND PRACTICE

Business Management and Education ◽

10.3846/bme.2011.12 ◽

2011 ◽

Vol 9 (2) ◽

pp. 171-184

Author(s):

Daiva Viselgaitė ◽

Mantas Vilys

Keyword(s):

Business Models ◽

Marketing Research ◽

Theory And Practice ◽

Strategic Marketing ◽

Scientific Article ◽

Marketing Plan ◽

Manufacturing Companies ◽

Sustainable Business ◽

Marketing Activities ◽

Segmentation Models

Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness.

Sustainable Business Models: A Review

Sustainability ◽

10.3390/su11061663 ◽

2019 ◽

Vol 11 (6) ◽

pp. 1663 ◽

Cited By ~ 66

Author(s):

Saeed Nosratabadi ◽

Amir Mosavi ◽

Shahaboddin Shamshirband ◽

Edmundas Kazimieras Zavadskas ◽

Andry Rakotonirainy ◽

...

Keyword(s):

Business Model ◽

Business Strategy ◽

Business Models ◽

Innovation Management ◽

Future Research ◽

Research Activity ◽

Sustainable Business ◽

The Sustainable Development ◽

Wide Range ◽

During the past two decades of e-commerce growth, the concept of a business model has become increasingly popular. More recently, the research on this realm has grown rapidly, with diverse research activity covering a wide range of application areas. Considering the sustainable development goals, the innovative business models have brought a competitive advantage to improve the sustainability performance of organizations. The concept of the sustainable business model describes the rationale of how an organization creates, delivers, and captures value, in economic, social, cultural, or other contexts, in a sustainable way. The process of sustainable business model construction forms an innovative part of a business strategy. Different industries and businesses have utilized sustainable business models’ concept to satisfy their economic, environmental, and social goals simultaneously. However, the success, popularity, and progress of sustainable business models in different application domains are not clear. To explore this issue, this research provides a comprehensive review of sustainable business models literature in various application areas. Notable sustainable business models are identified and further classified in fourteen unique categories, and in every category, the progress -either failure or success- has been reviewed, and the research gaps are discussed. Taxonomy of the applications includes innovation, management and marketing, entrepreneurship, energy, fashion, healthcare, agri-food, supply chain management, circular economy, developing countries, engineering, construction and real estate, mobility and transportation, and hospitality. The key contribution of this study is that it provides an insight into the state of the art of sustainable business models in various application areas and future research directions. This paper concludes that popularity and the success rate of sustainable business models in all application domains have been increased along with the increasing use of advanced technologies.

Prevailing theoretical approaches predicting sustainable business models: a systematic review

International Journal of Productivity and Performance Management ◽

10.1108/ijppm-12-2020-0653 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

João J. Ferreira ◽

Cristina I. Fernandes ◽

Pedro M. Veiga ◽

Mathew Hughes

Keyword(s):

Cluster Analysis ◽

Business Models ◽

Hierarchical Cluster ◽

Intellectual Structure ◽

Future Research ◽

Sustainable Business ◽

Scientific Publications ◽

Content Type ◽

Theoretical Approaches ◽

PurposeThis study aims to map scientific publications, intellectual structure and research trends in the sustainable business model (SBM) field. Specifically, it attempts to (1) identify the fundamental contributions of research in this area of knowledge; and (2) determine the research lines that constitute the most prominent intellectual structure. We leverage these insights to formulate and propose a future research agenda for SBM.Design/methodology/approachThe authors made recourse to the bibliometric, co-citation and cluster analysis techniques. To evaluate potential patterns among articles, we analysed how articles are jointly cited. We further applied hierarchical cluster analysis to the articles and used co-citation analysis to group the interrelated articles into distinct sets.FindingsThe results enable the identification and classification of the prevailing theoretical foci in the domain of SBM: (1) SBM implementation; (2) SBM challenges; (3) institutional SBM; (4) circular SBM; and (5) emerging SBM.Originality/valueThis study identifies, explores, analyses and summarises the main theoretical approaches and themes surrounding SBM research to date, contributing to deepening the literature by identifying the priority areas concerning sustainable business models and encouraging future research of an internationally excellent standard.

Advances in Finance, Accounting, and Economics - Networked Business Models in the Circular Economy ◽

The Use of Sustainable Business Model Archetypes in the Design of Circular Business Models in the Digital Economy

10.4018/978-1-5225-7850-5.ch001 ◽

2020 ◽

pp. 1-18

Author(s):

Marek Jabłoński

Keyword(s):

Business Model ◽

Circular Economy ◽

Business Models ◽

Potential Model ◽

Sharing Economy ◽

Digital Economy ◽

Digital Environment ◽

Sustainable Business ◽

Model Solutions ◽

Archetypes of sustainable business models can be used to the elaboration of archetypes of business models that combine the assumptions of sharing economy and circular economy as part of their categorization. The chapter presents the assumptions of conceptualization and operationalization of potential model solutions in the field of using archetypes of sustainable business models in the design of circular business models in digital economy. The chapter has an epistemological character described in ontological, epistemological, and methodological categories, but also with the use of an axiological sense. The aim of the chapter is to develop and indicate the principles of designing business models based on the concepts of sharing economy and circular economy using archetypes of sustainable business models in range of digital environment of business.