The sharing economy is transforming economies around the world, entering markets for lodging, ride hailing, home services, and other sectors that previously lacked robust person-to-person alternatives. Its expansion has been contentious and its meanings polysemic. It launched with a utopian...

We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an underdog biography:...