Abstract Many marketers have struggled to harmonise the disparate and fragmented underpinnings characterising the sharing economy under a single umbrella that is not only comprehensive and inclusive but also distinctive enough to account for its unique peculiarities in myriad contexts. This paper adopts an interrogative approach to answer some of the more pertinent questions about the sharing economy, specifically those related to its concepts, enablers, opportunities, challenges, current insights, and ways forward. In doing so, it clarifies the unique peculiarities characterising the sharing economy and enriches understanding of the multitude of alternatives on which consumers and organisations can embark to participate in and leverage off the sharing economy. Implications to theory, practice, and future research conclude the paper.

中文翻译：

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共享经济：营销视角

摘要许多市场营销人员一直努力在单一的保护伞下协调共享经济特征的分散和支离破碎的基础，该保护伞不仅具有全面性和包容性，而且具有足够的独特性以说明其在多种情况下的独特性。本文采用询问法来回答有关共享经济的一些更相关的问题，特别是与共享经济的概念，促成因素，机遇，挑战，当前见解和前进方式有关的问题。在此过程中，它阐明了共享经济的独特特征，并加深了对消费者和组织可以参与并利用共享经济的多种选择的理解。对理论，实践和未来研究的启示。