Collaborative Consumption Isn't Just For Breakfast Anymore

BBH Labs, Tuesday, December 28, 2010 2:01 PM
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On BBH Labs blog Saneel Radia offers his take on the influence of collaborative consumption platforms, using Rachel Botsman's TEDX talk as a launching point. "If you're in the business of selling goods or services, you should likely spend at least some time thinking about the consequences of such a trend," writes Radia.

"If consumers are going to collaborate anyway, the bigger impact of crowds on marketer business may be in how products are bought and used, rather than how they're made or developed (or the growing space in between led by Groupon)," says Radia. He offers further that not only should marketers pay attention to these trends at a consumer level, but that, given the examples of Victors & Spoils, Co:, and others, it may be the future of the agency business as well.
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