Abstract
The sharing economy has grown from a minor phenomenon to a considerable business in its own right. While start-ups have taken the lead in incorporating sharing economy principles in their business models, this article argues that incumbent firms with a traditional hardware-based business model also have an opportunity to respond to the needs of the sharing economy. Based on a conceptual framework and case examples, this article delineates four strategies traditional incumbents can draw on to keep reins on the sharing economy.
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