Sharing economy platforms (e.g., Uber, Airbnb, Tinder) are common and growing fast across industries. These platforms work as digital marketplaces in which platform consumers (both peer service providers and the service users) collaborate to cocreate value for each other. However, these collaborations are not always seamless. Whereas major issues associated with the sharing economy such as crime often make headlines, platform consumers face many other challenges when cocreating experiences with strangers.

During this session, attendees will learn:

• Key challenges experienced by sharing economy consumers that originate in hybrid communal-transactions.
• How consumers manage to overcome these challenges and cocreate value in the sharing economy.
• How might platform firms leverage the work consumers are doing to overcome those challenges and create more value for themselves in the sharing economy.

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