Subject This article describes the phenomenon of sharing economy considering the Airbnb and Uber companies' activities as a case study. Objectives The article aims to characterize factors of effective operation of the companies of share economy and the market changes under influence of the enterprises of new type and certain competitive strategies. Methods All information for analyzing the activities of the Airbnb and Uber companies was obtained from public sources. Conclusions and Relevance Commercialization of personal property where it is required, and the contract operator's quitting the market ad hoc, e.g. due to a lack of demand, should be considered the business model innovative feature. Strategies of the companies of sharing economy make the offer of services individual in accordance with economic, political and socio-cultural parameters of the market. The results of this work can be useful to analyze the network economy models and consider the peculiarities of market behavior of internet service aggregators. It is possible to use the research results for strategic planning and marketing services by travel companies.
Keywords: sharing economy, innovative business model, Airbnb, competitive
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