Gig Economy and the Future of Work: A Fiverr.com Case Study
Twenty years ago, Google became the first web search engine to help people find things on the Internet. Today, people
use Google to help organize the infinite data found on the Internet and to find things such as logo designs, business
copywriting, promotional videos, or even information on astrology. With the technological advancements of the past
decade, these services are found not only at the local marketplace but also in the global marketplace — a workplace
of freelancing challenges in a gig economy. The term “gig economy” is clarified in a detailed analysis of one largest
freelance websites, Fiverr.com. This case study starts with valuable reviews from a variety of authors about this
new economy. Fiverr is the target for analysis regarding growth of the gig economy, and with that growth, there are
also opportunities for Fiverr’s competitors. This study includes a PESTLE analysis, Competitive analysis, as well as
SWOT analysis of Fiverr and its competition. The results are significant, because the conclusions can better assist
scholars and practitioners about how to better utilize freelance services from firms such as Fiverr, found in the gig
economy.
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