Learning to Play in the New “Share Economy”

Can an auto rental company fully integrate its car-sharing start-up without losing customers?

by

and

Fleura Bardhi

by

and

Fleura Bardhi

From the Magazine (July–August 2013)

HBR’s fictionalized case studies present dilemmas faced by leaders in real companies and offer solutions from experts. This one is based on the case study “Acquiring Zipcar: Brand Building in the Share Economy,” by Susan Fournier, Giana Eckhardt, and Fleura Bardhi (Boston University School of Management, 2012).

A version of this article appeared in the July–August 2013 issue of Harvard Business Review.

SF

Susan Fournier is Questrom Professor of Management and Senior Associate Dean at Boston University.
Giana M. Eckhardt is a Professor of Marketing and Vice Dean, Executive Education and External Engagement at King’s Business School, King’s College London. Giana is a leading authority in the field of consumer behavior, branding, consumer social responsibility, consumer culture, and the sharing economy. Her latest book, forthcoming in 2024, is titled In Praise of Inconvenience (Princeton University Press).
Fleura Bardhi is a professor of marketing at the Cass Business School, City University London.

Learning to Play in the New “Share Economy”

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