The now-mature sharing economy has not delivered on its original utopian promises. Instead of providing prosocial benefits for consumers and society, incumbent platforms dominate monopolistic markets. In this article, we study a novel business model in the sharing economy––the platform cooperative––to ask how can a responsible marketing strategy can be viable and effective for market challengers. We draw on a qualitative, ethnographic study of the lived experiences of consumers and managers in leading platform cooperatives Fairbnb and Drivers Cooperative, and find that while challengers cannot overhaul the system, they can engender change from the margins. We identify three dimensions of a change from the margins strategy in decentralizing the marketplace, shaping authentic narratives, and building institutional partnerships. We discuss implications of a responsible marketing strategy for market incumbents and challengers within the sharing economy and beyond, and for theorizing new frameworks in the marketing strategy literature.

如今成熟的共享经济并没有兑现最初的乌托邦承诺。现有平台不是为消费者和社会提供亲社会利益，而是主导垄断市场。在本文中，我们研究了共享经济中的一种新颖的商业模式——平台合作——来探讨负责任的营销策略如何对市场挑战者来说是可行和有效的。我们对领先平台合作社 Fairbnb 和 Drivers Cooperative 中消费者和管理者的生活体验进行了定性、人种学研究，发现虽然挑战者无法彻底改变系统，但他们可以从边缘引发变革。我们确定了利润战略变革的三个维度：市场去中心化、塑造真实的叙述以及建立机构合作伙伴关系。我们讨论了负责任的营销策略对共享经济内外的市场现有者和挑战者的影响，以及对营销策略文献中新框架的理论化。