Esta tese propõe analisar os desafios e oportunidades inerentes ao fenômeno recente e em expansão da Economia do Compartilhamento (Sharing Economy), que coloca em questionamento as práticas de consumo e posse dos objetos, assim como o papel do design em fomentar tais práticas. A pesquisa fundamenta-se sob o paradigma interpretativo, com abordagem predominantemente qualitativa e estudo fenomenológico enquanto método. A narrativa construída neste trabalho inicia-se com a exploração de possibilidades de leitura do objeto de estudo a partir de referências teóricas que apontam a necessidade de mudanças na forma de produção e consumo, assim como no papel do design frente à questão da sustentabilidade como ponto de partida, passando pela descrição do fenômeno emergente da Economia do Compartilhamento, que surge como uma das possíveis respostas para tal necessidade, culminando na reflexão sobre os aspectos do materialismo e do altruísmo no consumo, com apoio de autores que tratam do apego e da construção do self por meio das posses à luz da Teoria da Cultura do Consumidor (CCT). O caminho inverso é proposto na descrição e análise dos dados coletados na pesquisa de campo como forma de explorar motivações, barreiras e oportunidades para adoção de práticas de uso compartilhado a partir de três óticas principais, que ajudam a construir uma fotografia panorâmica da investigação: parte-se da relação entre pessoas e objetos em práticas espontâneas de compartilhamento e de posse que sugerem motivações para adotar ou rejeitar tais práticas, fundamentadas no apego, na construção do self e do pertencimento. Em seguida, são analisadas práticas de compartilhamento de produtos mediadas por serviços no Brasil e na Finlândia, descrevendo-se as barreiras e oportunidades para essas ofertas, sob a perspectiva de gestores desses serviços e o aprofundamento de um desses casos baseado na percepção das usuárias. Por fim, traz-se a reflexão crítica sobre o design para o compartilhamento, a partir de entrevistas com teóricos e praticantes em áreas correlatas ao tema desta investigação. A trajetória percorrida revela inconsistências, ambivalências e contradições teóricas e práticas que se inter-relacionam com desafios e oportunidades para a promoção do uso compartilhado, delineando-se, assim, contribuições para o campo teórico e prático do design a partir das três óticas propostas para observação do fenômeno investigado. / This dissertation proposes the analysis of the challenges and opportunities inherent to the recent and growing phenomenon of Sharing Economy, which raises questions concerning the practices of consumption and usage of objects, as well as the role of design regarding the promotion of such practices. This research bases itself on the interpretative paradigm, using a predominantly qualitative approach and a phenomenological study as method. The narrative which was built in this work starts with the exploration of possibilities of reading the object of study through theoretical background, which indicated the need of changes in the manner of production and consumption, as well as the role of design regarding the sustainability issue, as a starting point, then going through the description of the emerging phenomenon of Sharing Economy, which arises as one of the possible answers to such need, culminating on the reflection about the aspects of materialism and altruism on consumption, supported by authors which discuss attachment and the development of self through possession in light of the Consumer Culture Theory (CCT). The opposite way is proposed on the description and analysis of the data collected on the field research as a way of exploring motivation, barriers and opportunities for the adoption of practices of shared usage through three main point of views, which helps building a panoramic picture of the investigation: it starts with the relations between people and objects on spontaneous practices of sharing and possession, which suggests motivation to adopt or reject such practices based on attachment, development of self and sense of belonging. After that, product sharing practices mediated by services in Brazil and Finland were analyzed, describing the barriers and opportunities for theses offers, using the perspective of managers of these services and the deepening of one of those cases based on the perception of the users. Lastly, a critical reflection is proposed about design for sharing, through interviews with theorists and practitioners of areas of knowledge correlated to the subject of this investigation. The path taken shows inconsistencies, dubious interpretations and theoretical and practical contradictions which are interrelated with challenges and opportunities for the promotion of shared usage thus outlining contributions for the theoretical and practical fields of design through the three points of view proposed for the observation of the investigated phenomenon.

Customer behavior has always been of interest for business researchers. However, it is just in recent years that there has been an increasing interest in the phenomenon of the sharing economy. It has been suggested that there is an ongoing shift in the traditional way of consuming. The idea behind the sharing economy is that two different parties can make use of their underused assets through an online platform. Previous quantitative research in the area of interest mainly focuses on the motivational factors for participation in the sharing economy; four of the most prominent factors were therefore identified and further investigated. In this thesis, these factors are referred to as drivers and more specifically, the drivers of enjoyment, sustainability, convenience, and financial benefits. Further, previous research gives an indication of a discrepancy between customer attitudes and actions when making a decision in the sharing economy. With this in mind, the purpose of this thesis is to describe customer behavior in the sharing economy. More specifically, this thesis seeks to study the relationship between attitudes and actions of customers in the sharing economy. Taking this into account, the following research question was formulated:   What is the relationship between attitudes and actions of the customers participating in the sharing economy of Rentl AB?   In order to fulfill the purpose of this thesis, the Swedish sharing economy business Rentl was addressed. To answer the research question a quantitative research strategy was followed where a survey was sent out to randomly chosen customers of Rentl and 145 responses were collected. The collected data was statistically analyzed by the use of Paired T-tests and Regression Analyses. Further, the empirical findings regarding the four identified drivers were analyzed in accordance with the theoretical framework. The identified attitude-action gap is therefore analyzed by the application of basic customer decision-making, the theory of Bounded Rationality, the Theory of Reasoned Action & the Theory of Planned Behavior, and finally the Self-Determination Theory.   The authors established that there is a positive relationship between attitudes and actions regarding the extrinsic drivers, convenience and financial benefits. However, it was further established that the intrinsic drivers, enjoyment and sustainability, do not have a significant influence on the actual actions. In other words, a positive attitude toward enjoyment and sustainability as drivers for participation in the sharing economy does not necessarily translate into actions. Thus, the authors identified that there is an attitude-action gap in the sharing economy.     In addition to the theoretical contributions, this research further contributes with practical aspects. More importantly, the sharing business Rentl is provided with a better understanding for the customer behavior in their business. Considering that the findings of this research identify convenience and financial benefits as significant drivers for participation, this can be emphasized in marketing contexts by managers.

Esta tese propõe analisar os desafios e oportunidades inerentes ao fenômeno recente e em expansão da Economia do Compartilhamento (Sharing Economy), que coloca em questionamento as práticas de consumo e posse dos objetos, assim como o papel do design em fomentar tais práticas. A pesquisa fundamenta-se sob o paradigma interpretativo, com abordagem predominantemente qualitativa e estudo fenomenológico enquanto método. A narrativa construída neste trabalho inicia-se com a exploração de possibilidades de leitura do objeto de estudo a partir de referências teóricas que apontam a necessidade de mudanças na forma de produção e consumo, assim como no papel do design frente à questão da sustentabilidade como ponto de partida, passando pela descrição do fenômeno emergente da Economia do Compartilhamento, que surge como uma das possíveis respostas para tal necessidade, culminando na reflexão sobre os aspectos do materialismo e do altruísmo no consumo, com apoio de autores que tratam do apego e da construção do self por meio das posses à luz da Teoria da Cultura do Consumidor (CCT). O caminho inverso é proposto na descrição e análise dos dados coletados na pesquisa de campo como forma de explorar motivações, barreiras e oportunidades para adoção de práticas de uso compartilhado a partir de três óticas principais, que ajudam a construir uma fotografia panorâmica da investigação: parte-se da relação entre pessoas e objetos em práticas espontâneas de compartilhamento e de posse que sugerem motivações para adotar ou rejeitar tais práticas, fundamentadas no apego, na construção do self e do pertencimento. Em seguida, são analisadas práticas de compartilhamento de produtos mediadas por serviços no Brasil e na Finlândia, descrevendo-se as barreiras e oportunidades para essas ofertas, sob a perspectiva de gestores desses serviços e o aprofundamento de um desses casos baseado na percepção das usuárias. Por fim, traz-se a reflexão crítica sobre o design para o compartilhamento, a partir de entrevistas com teóricos e praticantes em áreas correlatas ao tema desta investigação. A trajetória percorrida revela inconsistências, ambivalências e contradições teóricas e práticas que se inter-relacionam com desafios e oportunidades para a promoção do uso compartilhado, delineando-se, assim, contribuições para o campo teórico e prático do design a partir das três óticas propostas para observação do fenômeno investigado. / This dissertation proposes the analysis of the challenges and opportunities inherent to the recent and growing phenomenon of Sharing Economy, which raises questions concerning the practices of consumption and usage of objects, as well as the role of design regarding the promotion of such practices. This research bases itself on the interpretative paradigm, using a predominantly qualitative approach and a phenomenological study as method. The narrative which was built in this work starts with the exploration of possibilities of reading the object of study through theoretical background, which indicated the need of changes in the manner of production and consumption, as well as the role of design regarding the sustainability issue, as a starting point, then going through the description of the emerging phenomenon of Sharing Economy, which arises as one of the possible answers to such need, culminating on the reflection about the aspects of materialism and altruism on consumption, supported by authors which discuss attachment and the development of self through possession in light of the Consumer Culture Theory (CCT). The opposite way is proposed on the description and analysis of the data collected on the field research as a way of exploring motivation, barriers and opportunities for the adoption of practices of shared usage through three main point of views, which helps building a panoramic picture of the investigation: it starts with the relations between people and objects on spontaneous practices of sharing and possession, which suggests motivation to adopt or reject such practices based on attachment, development of self and sense of belonging. After that, product sharing practices mediated by services in Brazil and Finland were analyzed, describing the barriers and opportunities for theses offers, using the perspective of managers of these services and the deepening of one of those cases based on the perception of the users. Lastly, a critical reflection is proposed about design for sharing, through interviews with theorists and practitioners of areas of knowledge correlated to the subject of this investigation. The path taken shows inconsistencies, dubious interpretations and theoretical and practical contradictions which are interrelated with challenges and opportunities for the promotion of shared usage thus outlining contributions for the theoretical and practical fields of design through the three points of view proposed for the observation of the investigated phenomenon.

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New companies with business models based on technology-enabled sharing have emerged as the hot topic in technology in recent years. Uber, the sharing-economy’s poster-child, is now the world’s most valuable start-up by far. Lyft, its younger competitor, is seeing year over year growth in the hundreds of percentage points. This growth is coming at the cost of the incumbent taxi industry, and this is what this study sets out to examine. What is the effect of Uber, Lyft, and other ride-sharing services on the taxi industry? My study reveals that there has been an extremely negative effect on taxicabs, and that there are only a few last strands of hope for ways taxis can compete. Based on my study and learning, in final I forecast the ways that the firms in this space can continue to grow and dominate the ride-sharing market, and beyond.

To investigate whether there is unequal treatment for ethnic minorities in the sharing economy this paper conducts a field experiment on Airbnb in Sweden. The key findings report that inquiries from guests with Arabic-sounding names are 17 percentage points less likely to receive a booking invitation compared to guests with Swedish-sounding names. The discrimination is robust across host and listing characteristics. Furthermore, the results show that being associated with a lower social class decreases the probability of receiving a booking invitation for guests with Arabic-sounding names but not for guests with Swedish-sounding names, suggesting that the signal of social class is stronger for guests with Arabic-sounding names.

People all over the world have always been sharing things and experiences but due to rapid technological development, new digital platforms emerged which led to a new way of sharing and the phenomenon sharing economy started to be a common concept. The purpose of this study is to explore how Turistrådet Västsveriges newly launched platform Meet the locals could contribute to increased social and economic sustainability. Using existing theories such as sense of place, types of tourists and the host-tourist relationship this was done through multiple interviews together with locals in the project Meet the locals - a platform where you are given opportunities to ‘explore the Swedish lifestyle from a local perspective’. The data collected from the interviews were transcribed and analyzed using the thematic analysis which aimed to find connections with the chosen themes based on the theories. These themes were; place attachment, the meeting between host and tourist and sustainability. The results in this study establish that sustainability is important for the locals interviewed. However, it is unclear how Meet the locals really are contributing to social and economic sustainability since sustainability is still a complex subject and the project itself is still growing.

Our paper focuses on a non-standard sharing example that harbors the potential to disrupt received wisdom on the sharing economy. While originally entering the field to analyze, broadly from a governance perspective, how the 2015 refugee crisis was handled in Vienna, Austria, we found that the non-governmental organization Train of Hope - labeled as a "citizen start-up" by City of Vienna officials - played an outstanding role in mastering the crisis. In a blog post during his visit in Vienna at the time, and experiencing the refugee crisis first-hand, it was actually Henry Mintzberg who suggested reading the phenomenon as part of the "sharing economy". Continuing this innovative line of thought, we argue that our unusual case is in fact an excellent opportunity to discover important aspects about both the nature and organization of sharing. First, we uncover an additional dimension of sharing beyond the material sharing of resources (i.e., the economic dimension): the sharing of a distinct concern (i.e., the moral dimension of sharing). Our discovery exemplifies such a moral dimension that is rather different from the status quo materialistic treatments focusing on economic transactions and property rights arguments. Second, we hold that a particular form of organizing facilitates the sharing economy: the sharing economy organization. This particular organizational form is distinctive - at the same time selectively borrowing and skillfully combining features from platform organizations (e.g., use of technology as an intermediary for exchange and effective coordination, ability to tap into external resources) and social movements (e.g., mobilization, shared identity, collective action). It is a key quality of this form of organization to enable the balancing of the two dimensions inherent in the nature of sharing: economic and moral. Our paper contributes to this Special Issue of the Academy of Management Discoveries by highlighting and explaining the two-fold economic and moral nature of sharing and the organization of sharing between movement and platform.

Purpose: The aim is to investigate the content of the collaboration between car sharing companies and the construction company. The authors aim to map the different phases of collaboration and create a reasonable model to exhibit the collaboration. Methodology: This paper used qualitative approach as the method. Primary and secondary data were used. Primary data was gathered through phone interviews. The respondents were divided into three different categories in order to achieve the most comprehensive understanding. The categories are car sharing, construction company and city official organizations. In total the research had fourteen respondents from eleven different organizations. Findings: The authors developed a business model that may be used as a general outline if the closed-pool systems are applied to other major cities. The approximate costs were calculated and the general motivations for parties to advance to business making were mapped. The city hopes to increase alternative travelling methods and save for other purposes. The construction company aims to achieve zoning benefits in terms of cost-reduction and to have more space where to build. The car sharing companies aim to increase their market share and build their business. Conclusion: The findings indicate that the collaboration between car sharing companies and the construction company is possible within the city’s influence. The zoning benefits may be acquired with correct advancement through phases and, in theory, they would ensure a working business model that enables that the needs of all parties are satisfied. Practical Contribution: Decision makers of all parties may use the information of the study to build the optimal service to the Finnish business environment. The study is additionally intended to provide insight to individuals who are interested concerning zoning and closed-pool car sharing systems. Limitations: This study is delimited to understand the industry from the perspectives of car sharing companies, construction company and the city officials. Thus, the study does not investigate the open-pool business model characteristics of car sharing companies nor provide a follow-up information concerning the success of the collaboration. The study only involves companies operating in the Finnish business environment. Suggestions regarding future research: Future research should conduct a similar study like this, but in a larger scale, meaning in at least two different countries. Future studies can focus on more than one city within a country to raise the validity and reliability of the results and conclusions.

A presente dissertação é dividida em três capítulos, o primeiro deles buscando explicar o aparecimento de novas formas de trabalho com a ascensão da chamada economia colaborativa, focando especialmente no aplicativo Uber e o trabalho prestado por motoristas parceiros no transporte individual privado de passageiros, bem como o surgimento de um novo termo na economia e no mundo do trabalho, a uberização. É objeto de exame a natureza do trabalho prestado por esses motoristas, se subordinado, com o exame detalhado dos requisitos da relação de emprego, ou se autônomo, bem como sua aproximação a alguns modelos trabalhistas assemelhados a essa nova forma de trabalho, com menção à zona cinzenta existente entre a subordinação e a autonomia, com o exemplo da parassubordinação italiana. Estudam-se tendências mundiais, com os exemplos de duas decisões judiciais (na Califórnia e no Reino Unido) reconhecendo direitos trabalhistas ao motorista do Uber, bem como os primeiros passos possíveis em território nacional – igualmente com decisões judiciais recentes -, e as possibilidades de tutela de direitos trabalhistas dos motoristas parceiros do Uber. / This thesis is divided into three chapters, the first one seeking to explain the emergence of new ways of working with the rise of so-called collaborative economy, focusing especially on the Uber app and the work done by partners drivers in the private individual passenger transport, as well as the rising of a new term in the economy and the world of work, the uberization. The nature of the work performed by these drivers is examined, if subordinated, with the detailed examination of the requirements of the employment relationship, or if autonomous, as well as its approximation to some labor models similar to this new form of work, with mention of the gray area between subordination and autonomy, with the example of Italian parassubordination. New trends are being studied worldwide, with examples of two judicial decisions (in California and the United Kingdom) recognizing labor rights for the driver of Uber, as well as the first possible steps in national territory – also with judicial decisions -, and the possibilities of protection of labor rights of Uber's partner drivers.