The Sharing Economy in Turkey: A Marketing Perspective

Abstract

The sharing economy is a collection of economic and social activities where participants of the community share properties, resources, time and skills across online platforms. In this chapter, we start by identifying all the stakeholders and their characteristics within such an ecosystem. We then categorise factors leading to success in the sharing economies where the existence of these platforms has disrupted traditional businesses. To do so, demographic information about the community participants, specifications of the business models, enablers of the ecosystem, growth drivers and hindrance factors are explored in detail. From there on, we examine whether such success factors are applicable in the Turkish business environment where Internet retailing is in its infant stages, trust among people is quite low and economic welfare is lower than that of more developed economies. Finally, an assessment of the sharing economy landscape in Turkey is provided at the end of the chapter.

To outline the future of the sharing economy in Turkey, success indicators in the Turkish market are compared and contrasted with those of the United States, the United Kingdom and Brazil. A quick analysis reveals that despite its huge potential, Turkey still has not reached its full capacity in Internet usage, online or mobile retailing. That said, notwithstanding the low levels of trust among people, Turkey has a great potential of sharer base, given the demographic structure of its citizens. Recommendations for policy makers, incumbent firms, the sharing economy startups and marketers are provided in the chapter.

Citation

Yelseli, E., Karaca, H.S. and Karaca, Ö.H. (2018), "The Sharing Economy in Turkey: A Marketing Perspective", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 51-74. https://doi.org/10.1108/978-1-78714-557-320181007