ABSTRACT

While the sharing literature makes claims of uniqueness relative to traditional markets, we show how any market can be understood by positioning salient actors in terms of social distance, and understanding the degree of mutuality in their norms. We introduce the Generalized Exchange Framework, which offers a theoretically rigorous model for understanding and managing any market. An ethnographic study of the craft beer industry illustrates elements of both mutuality and possessive individualism, highlighting normative structures influencing actors in firms‘ environments. We offer managerial implications based on an understanding of the degree to which industry actors value mutuality to differing degrees.

摘要

虽然共享文献声称相对于传统市场的独特性，但我们展示了如何通过根据社会距离定位显着参与者并理解其规范中的相互性程度来理解任何市场。我们引入了广义交易框架，它为理解和管理任何市场提供了理论上严格的模型。对精酿啤酒行业的人种学研究阐明了相互性和占有性个人主义的要素，强调了影响企业环境中行为者的规范结构。我们根据对行业参与者不同程度重视相互性的程度的理解来提供管理启示。