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- W2861916258 abstract "Many sharing economy sectors have been founded by social movement organizations, but later co-opted by corporations. The process of co-opting a market category initiated by a social movement is an understudied phenomenon because these movements are usually expected to operate outside industry. Our study contributes to this area by examining how co-optation has occurred in the German carsharing category. We use rich qualitative dataset ranging from 1988 to 2015 that we longitudinally analyze to uncover the co-optation process. We create a four-stage process model charting the roles of the social movement organization, corporations and the media in the co-optation. We contribute to the literature by showing that the social movement organization itself sows the seeds for co-optation in aiming to mainstream a market category and that co-optation is initiated by the media, not the corporations." @default.
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- W2861916258 date "2018-08-01" @default.
- W2861916258 modified "2023-09-25" @default.
- W2861916258 title "Riding the Hype Train: The Corporate Co-optation Process of a Hyped Category" @default.
- W2861916258 doi "https://doi.org/10.5465/ambpp.2018.17290abstract" @default.
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