Kunsten at ride på den kollaborerende bølge: -en fællesskabende og værdifuld virksomhedsbranding af Dinnersurfer

: This thesis examines the social phenomenon collaborative consumption and argues that many Danish consumers are mowing towards more economical and social solutions in their private consumption. By investigating the principles of the phenomenon, it becomes obvious that Belief in the Commons can be characterized, as the bearing philosophy. Collaborative consumption companies can use this knowledge beneficially by integrating it in their brand identity and corporate branding strategies by focusing on establishing and nurturing a brand community, deep value propositions and a corporate personality (belief) that is shared by the brand’s target group.

Jørgensen, Julie Elina Lipsøe ; Skanning, Katrine Friediger ; Cornett, Julie Dalsgaard

4. semester

Kommunikation, Kandidat

2014

2014-06-02

146

Specialet undersøger, hvordan virksomheder, der bygger på collaborative consumption, kan omsætte fænomenets filosofi til relevante og effektive branding- og kommunikationsgreb, samt hvordan en fællesskabende corporate brandingstrategi kan udvikles for casen Dinnersurfer. Afsættet er den samfundsmæssige bevægelse fra at eje til at dele, låne og leje, drevet af bæredygtighed, økonomisk ansvarlighed og nye digitale relationer. Teoretisk samler specialet indsigter om netværkssamfundet, collaborative consumption (kategorier og grundprincipper), forbrugerens identitet og selviscenesættelse, tribal marketing samt brandingens udvikling mod netværksbranding og purpose-tilgange (fx den gyldne cirkel og meningsfuldt indhold). Metodisk anlægges et socialkonstruktivistisk casestudie i tre faser: (1) opbygning af et sammensat teoretisk apparat, (2) en empirisk analyse med VCI-modellen af Dinnersurfers virksomhedsidentitet, konkurrentanalyse (Airbnb, Just Eat, Copenhagen Street Food) og målgruppeanalyse via kvalitativt fokusgruppeinterview, samt (3) strategiudvikling ved hjælp af Model of Corporate Identity med fokus på corporate personality, ‘hvorfor’, og konkrete greb inden for symbolism, adfærd og kommunikation. Formålet er at identificere muligheder og begrænsninger ved collaborative consumption for corporate branding, afklare eventuelle gaps mellem Dinnersurfer og målgruppens forståelse, og omsætte indsigterne til en handlingsorienteret brandingstrategi. De udvalgte sider beskriver primært forskningsspørgsmål og design; detaljerede resultater og endelige anbefalinger fremgår ikke af dette uddrag.

This thesis explores how businesses built on collaborative consumption can translate the phenomenon’s philosophy into relevant and effective branding and communication, and how to design a community-building corporate branding strategy for the case company Dinnersurfer. It is motivated by the shift from ownership to access—sharing, borrowing, and renting—driven by sustainability concerns, economic responsibility, and digitally enabled relationships. The theoretical framework blends perspectives on the networked society, collaborative consumption (its categories and core principles), consumer identity and self-presentation, tribal marketing, and the evolution of branding toward network branding and purpose-led approaches (e.g., the Golden Circle and meaningful content). Methodologically, the study adopts a social-constructivist case-study design in three phases: (1) assembling a composite theoretical apparatus, (2) conducting an empirical analysis using the VCI model to assess Dinnersurfer’s corporate identity, a competitor review (Airbnb, Just Eat, Copenhagen Street Food), and a target-group analysis via a qualitative focus group, and (3) developing strategy with the Model of Corporate Identity focused on corporate personality, the ‘why’, and concrete levers across symbolism, behavior, and communication. The aim is to identify opportunities and constraints of collaborative consumption for corporate branding, clarify potential gaps between Dinnersurfer and audience perceptions, and translate insights into an actionable branding strategy. The excerpted pages primarily outline research questions and design; detailed findings and final recommendations are not included here.

[Dette resumé er genereret med hjælp fra AI direkte fra projektet fuldtekst]

Deleøkonomi ; Corporate Branding ; Content Marketing ; Communication ; Collaborative Consumption ; Sharing economy ; Tribal Marketing ; Neotribes ; fællesskab

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