How do consumers access, buy, and use their favorite products and services? The answer to that seemingly simple question is changing.
Instead of buying and owning products, increasing numbers of consumers are paying to lease and share them.
As professor Kurt Matzler and doctoral students Viktoria Veider and Wolfgang Kathan of the University of Innsbruck explain, in companies can benefit from this trend through creative new approaches to defining and distributing their offerings.
The so-called "sharing economy" is growing rapi.....