PERFORMING AMBIGUITY? How do markets change and develop over time? The present PhD project fo- Gianluca Chimenti cuses on the dynamic effects of market change in the context of the sharing economy. This phenomenon is of particular interest since it concerns how alter- native market forms – such as gifting, collaborating, accessing – are challeng- ing established market conceptions. Empirically, the project addresses emerg- ing shared mobility platforms (ride sharing, car sharing, etc.) and follows their PERFORMING AMBIGUITY? attempts to reconfigure extant market orders within the Swedish transportation sector. By turning the infamous conceptual confusion that surrounds the sharing FOLLOWING MULTIPLICITY IN SHARED MOBILITY MARKETS economy into a topic in its own right, the individual studies address a number of issues related to the formation and change of markets in ambiguous environ- ments. This includes, but is not limited to, the examination of conceptual contro- versies concerning what “the sharing economy” is, the changing roles of public actors, and issue of overlapping spaces during processes of marketisation. Using an Actor Network Theory approach across a number of empirical sites in Sweden and Ireland, this dissertation highlights the productive role of ambi- guity in processes of market formation and change. The four articles compris- ing this thesis explore how ambiguity can be seized by a multitude of actors all wishing to shape markets in their own interests, potentially creating multiple economic consequences and material realities as a result. In addition, it il- Chimenti Gianluca lustrates how individual shared mobility markets exhibit clear systemic proper- ties within and beyond the larger mobility realm; they depend significantly on enacted interrelations to other markets (e.g., for digital locks, batteries, tele- communication) and rely on broader, popular socio-economic trends, such as Sharing Cities and Smart Cities. Lastly, although processes of digitalisation are often associated with the removal of spatial barriers and borderless worlds, this dissertation combines insights from marketing and economic geography to illustrate that the many contingencies of local geographies still remain an important facet of contemporary economic organising. PERFORMING AMBIGUITY? PERFORMING GIANLUCA CHIMENTI is a researcher and teacher at the Department of Marketing and Strategy at the Stockholm School of Economics. As a German native, Gianluca believes in the Humboldtian model of higher education (Humboldtsches Bildungsideal) that follows a credo of combining research, practice and teaching. His research, like his teaching, reflects a passionate interest in marketing, culture and economic geogra- phy, particularly in ambiguous and controversial envi- ronments. On a good day, he speaks six languages. ISBN 978-91-7731-190-4 DOCTORAL DISSERTATION IN BUSINESS ADMINISTRATION STOCKHOLM SCHOOL OF ECONOMICS, SWEDEN 2021 PERFORMING AMBIGUITY? How do markets change and develop over time? The present PhD project fo- Gianluca Chimenti cuses on the dynamic effects of market change in the context of the sharing economy. This phenomenon is of particular interest since it concerns how alter- native market forms – such as gifting, collaborating, accessing – are challeng- ing established market conceptions. Empirically, the project addresses emerg- ing shared mobility platforms (ride sharing, car sharing, etc.) and follows their PERFORMING AMBIGUITY? attempts to reconfigure extant market orders within the Swedish transportation sector. By turning the infamous conceptual confusion that surrounds the sharing FOLLOWING MULTIPLICITY IN SHARED MOBILITY MARKETS economy into a topic in its own right, the individual studies address a number of issues related to the formation and change of markets in ambiguous environ- ments. This includes, but is not limited to, the examination of conceptual contro- versies concerning what “the sharing economy” is, the changing roles of public actors, and issue of overlapping spaces during processes of marketisation. Using an Actor Network Theory approach across a number of empirical sites in Sweden and Ireland, this dissertation highlights the productive role of ambi- guity in processes of market formation and change. The four articles compris- ing this thesis explore how ambiguity can be seized by a multitude of actors all wishing to shape markets in their own interests, potentially creating multiple economic consequences and material realities as a result. In addition, it il- Chimenti Gianluca lustrates how individual shared mobility markets exhibit clear systemic proper- ties within and beyond the larger mobility realm; they depend significantly on enacted interrelations to other markets (e.g., for digital locks, batteries, tele- communication) and rely on broader, popular socio-economic trends, such as Sharing Cities and Smart Cities. Lastly, although processes of digitalisation are often associated with the removal of spatial barriers and borderless worlds, this dissertation combines insights from marketing and economic geography to illustrate that the many contingencies of local geographies still remain an important facet of contemporary economic organising. PERFORMING AMBIGUITY? PERFORMING GIANLUCA CHIMENTI is a researcher and teacher at the Department of Marketing and Strategy at the Stockholm School of Economics. As a German native, Gianluca believes in the Humboldtian model of higher education (Humboldtsches Bildungsideal) that follows a credo of combining research, practice and teaching. His research, like his teaching, reflects a passionate interest in marketing, culture and economic geogra- phy, particularly in ambiguous and controversial envi- ronments. On a good day, he speaks six languages. ISBN 978-91-7731-190-4 DOCTORAL DISSERTATION IN BUSINESS ADMINISTRATION STOCKHOLM SCHOOL OF ECONOMICS, SWEDEN 2021 Performing Ambiguity? Following Multiplicity in Shared Mobility Markets Gianluca Chimenti Akademisk avhandling som för avläggande av ekonomie doktorsexamen vid Handelshögskolan i Stockholm framläggs för offentlig granskning fredagen den 15 januari 2021, kl 13.15, sal Ragnar och via Zoom, Handelshögskolan, Sveavägen 65, Stockholm Performing Ambiguity? Following Multiplicity in Shared Mobility Markets Performing Ambiguity? Following Multiplicity in Shared Mobility Markets Gianluca Chimenti ii Dissertation for the Degree of Doctor of Philosophy, Ph.D., in Business Administration Stockholm School of Economics, 2021 Performing ambiguity?: Following multiplicity in shared mobility markets. © SSE and Gianluca Chimenti, 2021 ISBN 978-91-7731-190-4 (printed) ISBN 978-91-7731-191-1 (pdf) Front cover illustration: Collage by Gianluca Chimenti, with illustrations by: Bicycle: © Simple Line/Shutterstock.com Chaos doodle: © EgudinKa/Shutterstock.com Location icon: © IcoMoon License: CC BY 4.0 (www.brandeps.com/icon/L/Location-07) Back cover photo: Juliana Wiklund, 2017 Printed by: Brand Factory, Gothenburg, 2020 Keywords: Market studies, controversies, sharing economy, performativity, shared mobility, actor-network theory, ambiguity To My Family Foreword This volume is the result of a research project carried out at the Department of Marketing and Strategy at the Stockholm School of Economics (SSE). This volume is submitted as a doctoral thesis at SSE. In keeping with the policies of SSE, the author has been entirely free to conduct and present his research in the manner of his choosing as an expression of his own ideas. SSE is grateful for the financial support provided by Söderberg Stiftelse, which has made it possible to carry out the project. Göran Lindqvist Hans Kjellberg Director of Research Professor and Head of the Stockholm School of Economics Department of Marketing and Strategy Acknowledgements What a (shared) ride! Since the present work is not my solo creation, my nom de plume for this dissertation really should be Chimenti et al. The individual studies are outcomes of discussions, collaborations, sharing ideas, and creat- ing things together. Always. In my dissertation, the ‘et al.’ includes a wide variety of fascinating individuals - professors, colleagues, practitioners, activ- ists, family and of course, the lads. My sincerest thanks to Hans Kjellberg, Susi Geiger and Christian Fuentes for being an excellent committee who stewarded me through this process by providing valuable guidance and pushing me intellectually. Hans, thanks for being so positive, empowering and committed; thanks for allowing me to take independent decisions; and thanks for helping me achieve my goals, both on the field and off the field. Susi, many thanks for your hospitality at UCD and for organising the market studies reading group. The numerous exchanges with your colleagues and the Misfires team was a great experience that I sincerely enjoyed. You truly contributed to my ‘Potenzialentfaltung’ through countless and passionate discussions on markets and beyond. Chris- tian, thank you for joining the team and for acting as active sounding board throughout the processes. Your comments and feedback on my research have always been thought-provoking and supportive. I would like to thank the members of the Centre for Market Studies at Stockholm School of Economics. It has been an inclusive, encouraging and emotionally supportive home while crafting this dissertation. I am particu- larly grateful for the support of fellow graduate students and colleagues, in- cluding Udo Zander, Örjan Sölvell, Riikka Murto, Tina Bengtsson,