Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s...

Purpose: The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented. Design/methodology/approach: This tool was derived from...