Why Consumers’ ‘New Power’ Will Change Marketing

Because the sharing economy compels firm-stakeholder dynamics towards a multi-stakeholder market orientation (MSMO), the structures and power dynamics of sharing-economy firms differ markedly from traditional-economy firms. In this vein, we explore sharing-economy firms’ dependence on stakeholders (new power), the continual threat of new entrants (exponential organisations), and how these conditions combine to create additional stakeholder value...