2022 Volume 42 Issue 2 Pages 73-83
The value of sharing is defined as the value that customers evaluate for the practice of using the same product with others. It may seem natural that providers of goods-sharing services promote value of sharing. However, few companies are engaged in this activity. We first define value of sharing and discuss why only a few companies actively promote this value based on previous studies. Next, as a case study of a company that, in contrast to many firms, strongly promotes the value of sharing, we introduce the challenges of Laxus Technologies, Inc. and its social raison d’etre. Finally, we outline the implications of this case study.
