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The Collaborative Economy: Implications for B2B Marketing from an IMP Perspective


Hugh M. Pattinson

Place of Publication

The paper was published at the 32nd IMP-conference in Poznan, Poland in 2016.


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The ‘Collaborative Economy’ is a term coined for an apparently new environment for businesses to interact largely online to produce forms of value and innovation. The New South Wales State Government recently released its “NSW Government Releases Collaborative Economy Position Paper”, prepared by Deloitte Access Economics (Deloitte, 2015). The European Union has set up a European Collaborative Economy Forum (EuCo Lab, 2016). Several claims have been advocated in support of developing a “Collaborative Economy” including the breakdown of traditional large corporate structures, faster development and delivery of products and services to a market or social requirement, and inclusion of individuals, small groups, communities, businesses and institutions (including minority groups) in production and consumption (McDonald, 2015). This paper seeks to further define the “Collaborative Economy” within a Business-toBusiness (B2B) Context. A history of IMP B2B Research related to online B2B emarketplaces and activities is outlined including the IMP Interaction Model, enhanced as an IMP Social Model (Sood & Pattinson, 2013), with reference to developments in Collaborative Economy thinking and practice. Advances in digital platform suggest that future networks for production and consumption may or may not be based around what is currently viewed as ‘B2B’ networks.

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