A NEW GENERATION ECONOMIC SYSTEM POTENTIAL IN TURKEY: AN INVESTIGATION OF BUSINESS MODEL EXAMPLES WITHIN THE SHARING ECONOMY

Yıl 2017, Cilt: 2 Sayı: 4, 75 - 90, 17.12.2017

Hakan Kiracı Aydın Kayabaşı

Öz

Ownership-based consumption behaviors that they have
been preferred for centuries in commercial marketplaces by consumers who want
to consume any product or service, gradually give way to the different
consumption patterns that which are exhibited in the sharing systems with the
influence of the collaborative consumption movement. Looking at some supporting
observations that show the future of the sharing economy is very hopeful, it
has been seen that many negativities caused by the traditional economic system
which operating on the basis of ownership for centuries; searching for
alternatives to this economic system; diversity in Internet technologies and
social networking websites; photos, music, videos and status sharings on social
networking sites in Turkey where young (Y) population has a very high
potential. This study examines one of basic elements of sharing economy called
sharing platform. From this point, it is presented that examples of (106)
sharing systems  and existing business
models in sharing systems (on the basis of five classification) and examined
the potential of those systems to successfully operate in our country. In
addition to those examples of sharing systems that successfully operate
specific business models, unsuccessful samples are also examined. As a result
of the reviews of systems and business models in terms of potential in Turkey,
some proposals for businesses, public institutes and individual consumers which
are stakeholders of the sharing economy are presented.

Anahtar Kelimeler

Sharing Economy, Sharing System, Collaborative Consumption, Business Model, Turkey

YENİ NESİL BİR EKONOMİK SİSTEMİN ÜLKEMİZDEKİ POTANSİYELİ: PAYLAŞIM EKONOMİSİNDEKİ İŞ MODELİ ÖRNEKLERİNİN İRDELENMESİ

Öz

Yüzyıllardır
süren sahiplik temelinde işleyen geleneksel ekonomik sistemin neden olduğu pek
çok olumsuzluk, bu ekonomik sisteme alternatif arayışlarının olması, gelişen
internet teknolojileri, erişimlerine yoğun talep alan sosyal paylaşım
sitelerinde yaşanan çeşitlilik ve genç nüfus potansiyeli oldukça yüksek olan
ülkemizde sosyal paylaşım sitelerinde fotoğraf, müzik, video ve durum vb.
paylaşımlarıyla büyüyen bir (Y) neslin taşıdığı potansiyel, paylaşım
ekonomisinin geleceğinin oldukça parlak olduğunu gözler önüne seren
destekleyici gözlemler olarak karşımıza çıkmaktadır. Paylaşım ekonomisinin
önemli paydaşlarından biri olan paylaşım sistemleri üzerine yapılan bu
çalışmada, 106 paylaşım sistemlerinde var olan iş modelleri beş ayrı
sınıflandırma temelinde incelenmekte ve bu sistemlerin ülkemizde başarıyla
yürütülebilme potansiyelleri irdelenmektedir. Ayrıca, belirli iş modellerini
başarıyla sürdüren paylaşım sistemi örneklerinin yanı sıra; başarısızlık
formülü arayışı yolunda, yeterince müşteri talebi yakalayamamış (başarısız)
örneklerin de ayrıca incelemesi yapılmaktadır. Yapılan incelemeler sonucunda;
paylaşım ekonomisinin paydaşları olan işletmeler, kamu kuruluşları ve bireyler
için öneriler sunulmaktadır.

Anahtar Kelimeler

Paylaşım Ekonomisi, Paylaşım Sistemi, Ortaklaşa Tüketim, İş Modeli, Türkiye

Kaynakça

• Acquier, A., Daudigeos, T. Ve Pinkse, J. (2017). “Promises and Paradoxes of the Sharing Economy: An Organizing Framework”, Technological Forecasting & Social Change, in press.
• Bardhi, F. Ve Eckhardt, G.M. (2012). “Access-Based Consumption: The Case of Car Sharing”, Journal of Consumer Research, 39 (4), 881-898.
• Belk, R. (2007). “Why Not Share Rather Than Own?”, The Annals of the American Academy of Political and Social Science, 611 (1), 126-140.
• Belk, R. (2010). “Sharing”, Journal of Consumer Research, 36 (5), 715-734.
• Belk, R. (2014). “You Are What You Can Access: Sharing and Collaborative Consumption Online”, Journal of Business Research, 67 (8), 1595-1600.
• Botsman, R. Ve Rogers, R. (2010). What’s Mine is Yours: The Rise of Collaborative Consumption, Harper Business, New York.
• Bruno, B. Ve Faggini, M.(2017). “Sharing Economy: For an Economic Taxonomy”, International Journal of Economics and Finance, 9 (6), 174-178.
• Dervojeda, K., Verzijl, D., Nagtegaal, F., Lengton, M., Rouwmaat, E., Pws ,N., Monfardini, E., Frideres, L. ve PwC, L. (2013). The Sharing Economy – Accessibility Based Business Models for Peer-to-Peer Markets, European Union Case Study Report.
• Devrani, T.K. (2017). “Ortaklaşa Kullanım: İki Taraflı Tüketici Rolü”, 16. Ulusal İşletmecilik Kongresi – Kuşadası, Bildiriler kitabı, 649-651.
• Drucker, P. (1994). The Theory of the Business, Harvard Business Review, 72 (5), 95-104.
• Ertz, M., Durif, F. Ve Arcand, M. (2017). “An Analysis of the Origins of Collaborative Consumption and its Implications for Marketing”, Academy of Marketing Studies Journal, 21 (1), 1-7.
• Ertz, M., Durif, F.ve Arcand, M. (2016). “Collaborative Consumption:Conceptual Snapshot at a Buzzword”,Journal of Entrepreneurship Education,19-2,1-23.
• Ertz, M., Durif, F. Ve Arcand, M. (2016b). “Collaborative Consumption or the Rise of the Two-Sided Consumer”, The International Journal of Business & Management, 4 (6), 195-209.
• Frenken, K., Meelen, T., Arets, M., & Glind, P.V.d (2015). “Smarter Regulation for the Sharing Economy”, The Guardian, 20 Mayıs 2017 sayısı, (https://www.theguardian.com/science/political‐science/2015/may/20/smarter‐regulation-for‐the‐sharing‐economy)
• Gümüş, B. Ve Telci, E. (2016). “Değişen Tüketici Kültüründe Yeni Trend: Ortak Tüketim”, 21. Ulusal Pazarlama Kongresi Bildiriler Kitabı, Cilt 2, 618-632.
• Hamari, J., Sjöklint, M. & Ukkonen, A. (2016). “The Sharing Economy: Why People Participate in Collaborative Consumption”, Journal of Association for Information Science and Technology, 67(9): 2047-2059.
• Hellwig, K., Morhart, F., Girardin, F. ve Hauser, M. (2015). “Exploring Different Types of Sharing: A Proposed Segmentation of the Market for Sharing Businesses”, Psychology & Marketing, 32 (9), 891-906.
• Kannisto, P. (2017). “Sharing for Profit: A New Business Model?”, Annals of Tourism Research, in press.
• Kiraci, H. (2017). “Ortak Tüketim Ekseninde Paylaşılan / Paylaşılamayan Varlıklar ve Bireylerin Paylaşım Davranışlarını Etkileyen Faktörler”, 16. Ulusal İşletmecilik Kongresi – Kuşadası, Bildiriler Kitabı, 646-648.
• Lamberton, C.P. Ve Rose, R.L. (2012). “When is Ours Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems”, Journal of Marketing, 76 (7), 109-125.
• Lewis, M. (2000). The New New Thing–A Silicon Valley Story, Penguin Books, NY.
• Mair, J. Ve Reischauer, G. (2017). “Capturing the Dynamics of The Sharing Economy: Institutional Research on The Plural Forms and Practices of Sharing Economy Organizations”, Technological Forecasting & Social Change, 125 (1): 11-20.
• Marangoz, M., Bayrakdaroğlu, F. Ve Aydin, A.E. (2017). “Tüketimde Alternatif Bir Yaklaşım Olarak Paylaşım Ekonomisi: Ortak Kullanım Ağlarının İçerik Analizi ile İncelenmesi”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Pazarlama Kongresi Özel – Mayıs Sayısı, 134-148.
• Martin, C.J. (2016). “The Sharing Economy: A Pathway to Sustainability or a Nightmarish Form of Neoliberal Capitalism?”, Ecological Economics, 121 (1): 149-159.
• Morozov, E. (2013). “The Sharing Economy Undermines Workers Rights”, Financial Times, 14 Ekim Sayısı, https://www.ft.com/content/92c3021c-34c2-11e3-8148-00144feab7de?mhq5j=e1 (Erişim Tarihi: 13.07.2017).
• Möhlmann, M. (2015). “Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again”, Journal of Consumer Behavior, 14 (3), 193-207.
• Munoz, P. Ve Cohen, B. (2017). “Mapping out the Sharing Economy: A Configurational Approach to Sharing Business Modeling”, Technological Forecasting & Social Change, in press.
• Osterwalder, A. Ve Pigneur, Y. (2010). Business Model Generation, John Wiley & Sons, New Jersey.
• Owyang, J, Tran, C. Ve Silva, C. (2013). “The Collaborative Economy: Products, Services, and Market Relationships Have Changed as Sharing Startups Impact Business Models. To Avoid Disruption, Companies Must Adopt the Collaborative Economy Value Chain”, Altimeter Group, USA.
• Ozanne, L.K., Ballantine, P.W. (2010). “Sharing as a Form of Anti-Consumption? An Examination of Toy Library Users”, Journal of Consumer Behavior, 9 (6), 485-498.
• Özata, F.Z., Er, İ., Öztürk, S.A. Ve AğlaRGÖZ, F. (2015). “Ortak Tüketememek: Paylaşma Davranışını Engelleyen Faktörlerin Belirlenmesi Üzerine Bir Araştırma”, 20. Ulusal Pazarlama Kongresi, Bildiriler Kitabı Cilt.2, 625-626.
• Park, H. Ve Armstrong, C.M.J. (2017). “Collaborative Apparel Consumption in the Digital Sharing Economy: An Agenda for Academic Inquiry”, International of Journal of Consumer Studies, in press.
• Pedersen, E.R.G. Ve Netter, S. (2015). “Collaborative Consumption: Business Model Opportunities and Barriers for Fashion Libraries”, Journal of Fashion Marketing and Management, 19 (3), 258-273.
• Plenter, F., Fielt, E., Hoffen, M., Chasin, F. Ve Rosemann, M. (2017). “Repainting The Business Model Canvas for Peer-to-Peer Sharing and Collaborative Consumption”, 25. European Conferences on Information Systems (ECIS), Portekiz, 2234-2249.
• Roos, D. & Hahn, R. (2017). “Does Shared Consumption Affect Consumers’ Values, Attitudes, and Norms? A Panel Study”, Journal of Business Research, 77(1): 113-123.
• Schor, J. & Fitzmaurice, C. (2015). “Collaborating and Connecting: The Emergence of the Sharing economy”, In J. B. Schor & C. Thompson (Eds.), Handbook of Research on Sustainable Consumption (Bölüm Sayfaları, 410–425). Cheltenham, UK: Edward Elgar.
• Tussyadiah, I.P. (2015). “An Exploratory Study on Drivers and Deterrents of Collaborative Consumption in Travel”, Information & Communication Technologies in Tourism 2015, ed. Tussyadiah, I. ve Inversini, A., Switzerland: Springer International Publishing.
• Vaughan, R. & Daverio, R. (2016). “Assessing the Size and Presence of the Collaborative Economy in Europe”, PWC UK Report for European Commission.
• Zoot, C. Ve Amit, R. (2007). “Business Model Design and Performance of Entrepreneurial Firms”, Organization Science, 18 (2), 181-199.