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Collaborative consumption is growing and has become a hot topic, as it is developing in terms of innovation and market shares. However, while observing the functioning of sharing platforms, we noticed that there are two kinds of users: those who share their belongings with others and those who enjoy the temporary access to these goods. By looking closely at the distribution among these users, we came to the conclusion that only a small percentage of them actually share their possessions.

The aim of this study is to identify barriers to involvement in CC. By involvement, we mean sharing one’s goods through a CC platform. 
Through a case study of Wibee, we will try to understand why people would be reluctant to share their own goods with others through a literature review, an exploratory research and a conclusive research. When trying to identify barriers, we will inevitably talk about drivers to involvement in CC, in opposition to those. In this paper, we will also consider that drivers and barriers to participation in CC are part of what has to be studied. Indeed, if one is not willing to join a platform, neither will he be prone to share his belongings.

Finally, recommendations for the company will be formulated to help overcome the barriers identified, still in the specific case of Wibee, and a conclusion will help generalise those drivers and barriers to CC as a whole.

Collaborative consumption --- Car sharing --- Drivers --- Barriers --- Involvement --- Sciences économiques & de gestion > Marketing

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The subject of this thesis is “Developing a marketing strategy for “My EPIC Stories”, an application made for children”. 
My EPIC Stories is an application available on tablets created by EPIC Agency, a digital communication company based in Liège. It allows children and their parents to create interactive stories. Indeed, the users can choose a background, add different characters with their animations, several items and music in order to build up stories with several scenes. The users can read or modify their stories as many times as they want. 
The high expectations for the success of My EPIC Stories and its worldwide spread are the reasons why this project needed a marketing strategy, in order to enter the market in the best way possible. 
Starting with a short presentation of EPIC Agency and some words about the project "My EPIC Stories”, the thesis will develop an internal and external situation analysis. This will contribute to give some figures about the apps and tablets markets and spot the competitors already settled on these markets. The internal resources of the project, but also of the agency, will also be discussed in this section. The SWOT and the Business Model Canvas will then summarize all the aspects discussed above.
The goal and objectives of My EPIC Stories will be set following some theoretical aspects in order to have a guideline for the formulation of the strategy. Finally, the details over the implementation of this strategy will be given before setting some measurements which will evaluate the results of the process.
To conclude, some recommendations and suggestions will be advised to EPIC Agency, in order to turn this application into a success.

Sciences économiques & de gestion > Marketing