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Regimes of Valuation in Collaborative Redistribution

Mar 28, 2014, 10:30am-12pm

This presentation will deliver a discussion on regimes of valuation in the context of used goods exchange. The data is a longitudinal multi-sited ethnography of a range of collaborative redistribution systems such as barter networks and the Freecycle. First, Zeynep Arsel will show that spatial constraints become less significant when markets emerge through user generated networks. These networks also create indigenous spaces that organically emerge from the heterogeneous needs of participants. Second, she'll show that participants of these systems experience value creation through six interrelated regimes. With this framework, she expands the ontology of value away from the dualist utilitarian/hedonic dimensions and contextualizes it into the social and spatial. Her findings also enable institutions that mediate these practices to offer better value propositions. Lastly, she argues that marketers need to provide better governance mechanisms for the risks arising from unique constitutions of such exchange systems.

Zeynep Arsel received her PhD from the University of Wisconsin-Madison in 2007. Currently, she is associate professor of marketing at John Molson School of Business, Concordia University, and Distinguished Visiting Professor at Aalto University. Zeynep was the 2011 recipient of the Petro Canada Young Innovator Award in the Strategic Research Cluster “The Person and Society”, and the 2012 Sidney J. Levy Award. Zeynep’s research investigates consumption, taste and the culture(s) of marketplace. Her work has been published in academic outlets such as the Journal of Consumer Research and the Journal of Marketing, and has also been featured in popular press including Harper’s Magazine, the Wall Street Journal, The Globe and Mail, Wired, Psychology Today, the Montreal Gazette, the Vancouver Sun, The Fader, Flavorwire, Yahoo! News, numerous blogs and a music video by the Finnish electronica band The Cup. For more information, visit zeyneparsel.com


Location:W136 Schulich School of Business
Sponsor:Schulich School of Business Marketing Department, Research Seminar Series
Posted by:Sheila Sinclair
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