Making your task of company formation in UK easy, lots of firms offer their services online and thereby give access to businessmen all across the globe. These observational data, as well as immersion in the literature on ownership and sharing, guided the construction of the interview guide (Bernard 2002 ; McCracken 1988 ). In the interviews, we focused on consumer motivations for joining car sharing, relationships with the car, similarities and differences between Zipcars and owned cars, behavior with Zipcars, as well as feelings about belonging to a car-sharing network and toward the Zipcar brand.

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