Sharing Economy Platforms: A Casebook for Understanding Multiplayers in Sharing Economy Platforms
Ruizhi Yuan · Martin J. Liu
Oct 2024 · Springer Nature
Ebook
206
Pages
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About this ebook
This book explores the sharing economy platforms of digitally-driven companies that bring economies of scale to bring consumers more choices. In China, digital platforms such as Pinduoduo and Meituan have pioneered a new sort of consumer economics. What's behind the rise of this new sort of economy? In this tightly argued book, Dr. Yuan and Prof. Liu explain what's driving the new economy, in a book of interest to marketing professionals, scholars, and economists.
About the author
Dr. Ruizhi Yuan is now the programme coordinator of MSc International Management (Marketing), and Assistant Professor in Marketing at Nottingham University Business School China. Her research interests focus on sharing economy, individual well-being and branding in emerging markets.
Prof. Martin J. Liu is the Associate Dean and Professor in Marketing and Innovation at the Nottingham University Business School China. His research interests focus on digital innovation, and he regularly publishes in world-leading journals, including MIS Quarterly, Information Systems Research, and the British Journal of Management.
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