The sharing economy: A marketing perspective

Many marketers have struggled to harmonise the disparate and fragmented underpinnings characterising the sharing economy under a single umbrella that is not only comprehensive and inclusive but also distinctive enough to account for its unique peculiarities in myriad contexts. This paper adopts an interrogative approach to answer some of the more pertinent questions about the sharing economy, specifically those related to its concepts, enablers, opportunities, challenges, current insights, and ways forward. In doing so, it clarifies the unique peculiarities characterising the sharing economy and enriches understanding of the multitude of alternatives on which consumers and organisations can embark to participate in and leverage off the sharing economy. Implications to theory, practice, and future research conclude the paper.