Sharing brand ideologies : A cultural analysis of startup brand failure
The concept of sharing is commonly employed in brand narratives of platform-based start-ups to recruit users. This paper examines sharing as a brand ideology and how it is enacted by companies in the startup phase of business. As the sharing start-ups’ business model is dependent on transaction fees generated on the platforms, traction (i.e. a high volume of users) is critical for success. By anal
