Vigga A/S' Muligheder og Udfordringer: Cirkulær økonomi i deleøkonomisk kontekst

Mads Tømming, Angelito Hacinäs Mendoza & Mohamad Chaouki Ayoub

Studenteropgave: Semesterprojekt

Abstrakt

Ownership as a traditional economic attribute is being challenged by the prevailing inherent logic that access is a smarter way of organizing economic unfolding. Ownership is now, more than ever, limiting our material wealth but through the sharing economy and digitalization we are finding innovative solutions on how to mobilize all available resources. The sharing economy enables any consumer to access a good or service when and where they need it, raising the utilization of every individual product substantially. This paper examines how the sharing economy is challenging our traditional linear economic paradigm by implementing more circular consumer patterns. This is done through a case-study of the Danish company Vigga A/S, who offers a subscription service for children’s clothing. Particular interest is paid to the company’s leasing structure and how this constitutes a more circular consumer pattern. Furthermore, Viggas internal and external forces are being analyzed using Michael E. Porters theory of Five Forces. Vigga is trying to challenge the traditional market for children’s clothing by supplying their customers with durable products that can be circulated between users, increasing every products utilization dramatically and reducing the amount of products needed to satisfy demand. Through several interviews this project has gathered the empirical data that is analyzed. The qualitative analysis within this paper applies expert knowledge as retrieved from the interviews. The potential of the sharing economy is widespread and a future perspective of how this economic paradigm is going to unfold will be discussed using Jeremy Rifkin’s theory of a Zero Marginal Cost Society

UddannelserBasis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogDansk
Udgivelsesdato25 maj 2016
VejledereFlemming Sørensen

Emneord

  • Circular economy
  • Sharing economy