Towards Multilife Marketing: How Goods Multiple Lives Practices Create Value for Consumers

ABSTRACT

Goods multiple lives practices (GMLPs) encompass a wide range of diverse practices that extend product lifecycles. We propose that it is through a holistic consideration of the concept that it is possible to understand its breadth and scope as well as its potential consequences in terms of increased value for consumers. Through 15 in-depth interviews and secondary data analysis, this study explores the value-creating potential of GMLPs for consumers. The results suggest that these practices are based upon three key dimensions to create perceived value for consumers: polymorphous exchanges, protean intermediation, and multichannel structuration.

KEYWORDS:

• goods multiple lives practices
• product lifecycle
• perceived value
• exchange
• secondhand
• reselling
• donation

View correction statement:

Correction to: Ertz M., et al. Towards Multilife Marketing: How Goods Multiple Lives Practices Create Value for Consumers

Notes

1. Renaissance is a Canadian chain of secondhand stores that is mainly operating in the province of Quebec. It is very similar to The Salvation Army chain, which is very well-known in the Anglo-Saxon world.

2. Car-pooling service offered in the city of Montreal, Canada, and which is similar to Car2Go.

3. Canadian classified ads website that is especially active in the province of Quebec.

Additional information

Funding

Social Sciences and Humanities Research Council of Canada ID: 767-2014-1196.