MGT 4803: Sustainable Marketing
Homework #2
Due 10/19/2022
A. Watch the TED talk by Rachel Botsman. Although it is a little old, she discusses a number of
firms within the sharing economy – she used the term collaborative consumption (CC).
B. Next, watch the Youtube video by the Federalist Society. This video will give you a more recent
perspective on the sharing economy.
(1) Briefly summarize the pros and cons of sharing economy (or CC).
C. Choose one of the sharing economy (or CC) firms mentioned in these two videos (or find your
own) and explore its website.
(2) What is the business model employed and what is the product/service?
(3) What form of CC does it represent? What need does the business meet?
(4) What kind of behavior change is it promoting? In what way does it enable sustainable
consumption?
(5) Discuss a consumer group or consumer mindset that may be most likely to be appropriate for
this business. What kinds of consumers would be more likely to live in a society where CC is
prevalent? Within the scheme of your choosing, identify a market segment that you believe the
business should target. Justify your answer.
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