Contents: The paradox of the sharing economy, introductory chapter / Russell Belk, Giana Eckhardt and Fleura Bardhi -- The nature of sharing and the sharing economy 1. Situating the sharing economy: Between markets, commons and capital / Adam Arvidsson -- 2. Sharing as an alternative economy...

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research