Responsible Platforms: Aiming for Social Value Rather than Scale

Publications

Download

Suggested Citation

Eckhardt, G., Atanasova, A., Laamanen, M. & Kittinger-Rosanelli, C. Responsible Platforms: Aiming for Social Value Rather than Scale. NIM Marketing Intelligence Review, 2024, Sciendo, vol. 16 no. 2, pp. 46-51. https://doi.org/10.2478/nimmir-2024-0017

Year

2024

Authors

Giana M. Eckhardt,
Aleksandrina Atanasova,
Mikko Laamanen,
Dr. Christine Kittinger-Rosanelli

Publication title

Responsible Platforms: Aiming for Social Value Rather than Scale

Publication

NIM Marketing Intelligence Review

Download

Keywords: Platform Economy, Sharing Economy, Sustainability, Platform Cooperatives, Social Entrepreneurs

Abstract:
In response to the growth and concentration of power of profit-maximizing platforms, other models seeking more participation, cooperation and multi-stakeholder inclusion have emerged. This article focuses on platform cooperatives and social entrepreneur-led platforms as promoters of more responsible platform strategies with a long-term orientation toward resilient and sustainable solutions. The goals of such responsible platforms reach from fairer working conditions and fairer distribution of profits and wealth to the revitalization of local economies, as well as to waste and emission reduction. Even if responsible platforms face many challenges and are not as widespread as leading platforms, they are able to challenge “hypercapitalist” models from the margins. Despite their smaller market shares, they can shape the public discourse about the distribution of wealth, power and consumption in important ways. From their niches, they incrementally but consequentially influence platform dynamics more broadly, engendering change from the margins and moving incumbents to change and consumers to act in more responsible ways.

Authors

Giana M. Eckhardt, Professor of Marketing, King’s Business School, King’s College London
Aleksandrina Atanasova, Lecturer, Bayes Business School, City, University of London
Mikko Laamanen, Research Professor, Technology and Sustainability research group at Consumption Research Norway, Oslo
Dr. Christine Kittinger-Rosanelli, Managing Editor, NIM Marketing Intelligence Review, NIM, christine.kittinger@nim.org

Share Publication

Copy link

Here you can find more exciting articles of this issue.

To the entire issue

Brands can benefit from adding platform elements to their existing products or services.

The SHIELD framework is a critical blueprint for brands striving to excel within highly competitive platforms.

Chinese and US platforms share common goals, but their strategies diverge due to cultural, regulatory and market forces.

As public regulation cannot cover all critical aspects or be ahead of developments, self-regulation is necessary to prevent exploitation.

Businesses need to respond fundamentally to the different legal and regulatory challenges.

Decentralizing digital platforms comprises many trade-offs and careful consideration of the actual goals.

Interview with Julie Roth Novack, CEO and Cofounder of PartySlate

Scroll to top

Other articles of the MIR issue “Platform Business”