Platform cooperatives in the sharing economy: How market challengers bring change from the margins
研究了共享经济中平台合作社这种新型商业模式，通过Fairbnb和Drivers Cooperative的案例，发现挑战者虽无法颠覆系统，但可通过去中心化市场、塑造真实叙事和建立机构合作从边缘推动变革。
Abstract The now-mature sharing economy has not delivered on its original utopian promises. Instead of providing prosocial benefits for consumers and society, incumbent platforms dominate monopolistic markets. In this article, we study a novel business model in the sharing economy––the platform cooperative––to ask how can a responsible marketing strategy can be viable and effective for market challengers. We draw on a qualitative, ethnographic study of the lived experiences of consumers and managers in leading platform cooperatives Fairbnb and Drivers Cooperative, and find that while challengers cannot overhaul the system, they can engender change from the margins . We identify three dimensions of a change from the margins strategy in decentralizing the marketplace , shaping authentic narratives , and building institutional partnerships . We discuss implications of a responsible marketing strategy for market incumbents and challengers within the sharing economy and beyond, and for theorizing new frameworks in the marketing strategy literature.