The sharing economy and culture

Project Identification
MUNI/A/1079/2021
Project Period
1/2022 - 12/2022
Investor / Pogramme / Project type
Masaryk University
MU Faculty or unit
Faculty of Economics and Administration

The sharing economy describes a collaborative economy (Bellotti et al., 2015, Benoit et al., 2017) where the “Traditional sharing, bartering, lending, trading, renting, gifting, and swapping redefined through technology and peer communities- that is remodeling business, consumerism, and also the means we tend to live” (Botsman and Rogers, 2011). This definition above indicates that the sharing economy (SE) and collaborative consumption business models serve as a disruption to previously established cultural and traditional methods of sharing. Therefore, the importance of culture, values (Hofstede et al., 2010, Schwartz, 2012), beliefs (Belk, 2010) and associated differences in the sharing economy has become significant as these SE services are now globalized.
Additionally, culture forms a significant part of the strategies implemented by marketing managers as it is considered when consumers choose to buy or use products and services. Businesses and organizations thus require an in-depth understanding of the differences in cultures to improve the potential for success in several international markets (Haffar et al., 2016).

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