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
Responsible Platforms: Aiming for Social Value Rather than Scale
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.
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