Narratives of Sustainability

Abstract

Given the unprecedented growth of communication technologies, a wide range of industries from transportation to accommodation has become a part of the sharing economy. The premise to exchange between what is already owned with what is needed has become a way to promote sustainable consumption practices. For many, the sharing economy is an important business strategy because it offers a way to make use of the underutilized assets, services, and talents. However, business problems unveiled the sustainability premise, and organizations had to deal with agent conflict. By analyzing the lawsuit case that is filed against Uber Technologies Incorporated between in 2013, this chapter aims to show how agents' and principals' interests are inconsistent with each other, and how organizations use framing strategies to survive in the digital age.