The Collaborative Economy

NBD411 The Collaborative Economy

Autumn 2019

  • Topics

    Social platforms such as Facebook, Snapchat, Instagram, Pinterest, Reddit, YouTube and collaborative platforms such as Kickstarter, Uber, and Airbnb all play on the social interaction among consumers sharing, chatting, co-creating, inspiring and mobilizing new ideas and practices in the marketplace. The key for market strategists - both established and entrepreneurs - is therefore to understand this interaction. In this course, we will unpack the hybrid forms and paradoxes inherent in digital business models.

    Most online platforms offer opportunities to directly analyze data from authentic online conversations and projects. You will learn both qualitative and quantitative approaches to study online media content.

    The most important learning derives from writing a course paper in groups of three students with feedbacks and workshops.

    • Conceptual understanding of collaborative business models, such as:
      • Sharing and access
      • Crowdsourcing 
      • Crowdfunding
    • Textual and visual analysis of social media content
    • Cases - guest lectures

  • Learning outcome

    Knowledge - the candidate

    • Is in command of central themes and concepts from the latest research on the collaborative economy.
    • Is able discuss how concepts such as sharing versus access, brand community versus brand public, and hybrid versus paradoxes relate to collaborative economy business models.
    • Is able to demonstrate critical reflection on how the concepts connect with real -life issues.

    Skills - the candidate

    • Can record, sample, organize, interpret, and theorize data from online business models under  supervision.
    • Is able to reflect on their own academic practice and adjust this practice under academic supervision.
    • Can apply the relevant tools, techniques and forms of expression to present a course paper.

    General competences - the candidate

    • Can plan and execute a variety of tasks and projects that extend over time, alone and in groups, and in line with ethical requirements and guidelines
    • Can communicate key subject matter as theories, issues and solutions both in writing, orally and through other relevant forms of expression.
    • Is able to exchange views and experiences with others and thereby contribute to the development of good practice.

  • Teaching

    Lecture style presentations. Topical workshops, student exercises and case presentations. Invited social media experts from academia and industry.

  • Credit reduction due to overlap

    This course is developed from MBM422 that was offered  2012-2017. You will not earn additional credits if already have MBM422 in your course portfolio.

  • Requirements for course approval

    In order to complete this course successfully, students must meet the following minimum criteria:

    1) Submit course paper drafts on time; 2) Do the class assignments and participate in class discussions. 

    The grading scale for course approval is approved-not approved.

  • Assessment

    Final Grade (grading scale A-F) is based on the following assessments weighted as indicated: 20% - individual score based on four quizzes distributed throughout the course and individual course engagement, 80% - grade on course paper written in groups of three students. The two components aggregate into one course grade. Students who wish to retake the course have to retake both parts in the same semester.

  • Grading Scale

      Grading scale A-F.

  • Computer tools

    Lecture notes, announcements, resources, and other related material will be posted on NHH teaching platform. The course also has a Facebook group.

  • Literature

    • Chapters 4-8: Kozinets, Robert V. (2010), Netnography. Doing Ethnographic Research Online, Sage
    • Cutting edge scientific articles available on the course homepage on Canvas


ECTS Credits
Teaching language

 Spring. Offered spring 2019.

Course responsible

Ingeborg Astrid Kleppe, Department of Strategy and Management and PhD candidate Denis Utochkin