Sharing Economy: International Marketing Strategies—A Commentary

Eckhardt et al. (2019) discussed how the sharing economy presents an opportunity to the marketing discipline to ask new questions and develop new frameworks. They emphasized how breakthroughs in this domain would require the intersection of scholars with different sets of skills, different types of data, and versed in different theoretical domains. Drawing from studies across multiple disciples, KLXP provide a rich, state-of-the-art meta-analysis on global drivers of consumers’ participation in the sharing economy. Researchers in both the marketing and international-business field will find great value in their conceptualization of the sharing economy, the theoretical lenses they bring along, and their initial steps towards a unifying theory. Managers, in turn, will find plenty of ideas on which countries to prioritize and which attributes to stress when entering a new country. In this commentary, we advance four observations that may help to further advance the sharing-economy field along the promising trajectory laid out by KLXP.