With the support of new online platforms such as Airbnb, 9flats, Uber and Liftshare, the so-called sharing economy or collaborative consumption has rapidly gained popularity among consumers. Millions of people have changed the way they purchase and

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"As regards the traditional businesses, the sharing economy can be a stimulus to adapt to the new needs. They should pay attention to environmental aspects and at the same time provide high-level and high-quality services that sharing economy cannot deliver. In addition, they could take part to the sharing economy as well.

For example, in 2011, Bmw created with Sixt the Joint Venture DriveNow that operates in the car sharing sector demonstrating that the two business models can coexist.

Finally, it should be underlined the compelling need of developing a public regulation for the sharing economy activities (regarding taxes, insurance and other aspects), which otherwise can posit unfair competition to the "traditional businesses.

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