How to React to Internal and External Sharing in B2C and C2C

The sharing economy has developed rapidly in recent years using both business‐to‐customer (B2C) and customer‐to‐customer (C2C) models. This has exerted a profound impact on incumbent firms that follow a traditional sales model. Although the effects of B2C or C2C sharing in certain scenarios have been studied by prior literature, the effect of external B2C sharing has not been considered. Furthermore, the possible distinction between the two...