Therefore, the whole market can be divided into two segments, which are respectively car-rental market and car-sharing market ■ Targeting Both market segments are important. In terms of the present scale, Beacon has obvious superiority in car-rental market. However, in the long term, chances are that car-sharing market has far more potential than car-rental market. There is no doubt that new informat ion and communication technologies are rapidly changing the sharing concept and practices on the global stage, making them more accessible and flexible in the 21st century business than ever before. For instance, Airbnb, a prominent platform for short-term accommodations has served more than 50 million guests since it was founded in 2008. Now it has a market capitalization eclipsing 30 billion dollars. The " Sharing economy' is nowadays becoming increasingly significant among business practice Therefore, Beacon should follow the tendency and chase the opportunity to expand its business in car-sharing market while maintaining the existing business resources in car-rental market ■ Positioning In both markets, customers care about affordabil ity and convenience. If car-rental and car-sharing business are combined, the comprehensiveness of service will become a distinctive feature of Beacon and will satisfy requirements of different consumer groups Therefore, on the one hand Beacon can make car-sharing business a new profit growth point and on the other hand, Village Car can improve its popularity Further, the underlying aims of the Village Car acquisition are to give Beacon access to adjacent markets and to help Village Car run a more profitable business. Beacon needs access to adjacent markets, which means that it should attach more importance to the fact that Village Car as well as the idea of "Sharing Economy'is in great popular ity among loca customers. The customers of Village Car have fanatical loyalty and their community is growing every day. If Beacon treats Village Car just like its other acquisitions and changes Village Car's business model arbitrarily, it will risk losing not only a great number of loca ZERVAS, GEORGIOS, DAVIDE PROSERPIO, and JOHN W. BYERS. 2017. The Rise of the Sharing Economy: Estimating Impact of Airbnb on the Hotel Industry. "Journal of marketing Research(JMR)54, no 5: 687-7053 Therefore, the whole market can be divided into two segments, which are respectively car-rental market and car-sharing market.  Targeting: Both market segments are important. In terms of the present scale, Beacon has obvious superiority in car-rental market. However, in the long term, chances are that car-sharing market has far more potential than car-rental market. There is no doubt that new information and communication technologies are rapidly changing the sharing concept and practices on the global stage, making them more accessible and flexible in the 21st century business than ever before. For instance, Airbnb, a prominent platform for short-term accommodations, has served more than 50 million guests since it was founded in 2008. Now it has a market capitalization eclipsing 30 billion dollars1 . The ‘Sharing economy’ is nowadays becoming increasingly significant among business practice. Therefore, Beacon should follow the tendency and chase the opportunity to expand its business in car-sharing market while maintaining the existing business resources in car-rental market.  Positioning: In both markets, customers care about affordability and convenience. If car-rental and car-sharing business are combined, the comprehensiveness of service will become a distinctive feature of Beacon and will satisfy requirements of different consumer groups. Therefore, on the one hand Beacon can make car-sharing business a new profit growth point and on the other hand, VillageCar can improve its popularity. Further, the underlying aims of the VillageCar acquisition are to give Beacon access to adjacent markets and to help VillageCar run a more profitable business. Beacon needs access to adjacent markets, which means that it should attach more importance to the fact that VillageCar as well as the idea of ‘Sharing Economy’ is in great popularity among local customers. The customers of VillageCar have fanatical loyalty and their community is growing every day. If Beacon treats VillageCar just like its other acquisitions and changes VillageCar’s business model arbitrarily, it will risk losing not only a great number of local 1 ZERVAS, GEORGIOS, DAVIDE PROSERPIO, and JOHN W. BYERS. 2017. "The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry." Journal of Marketing Research (JMR) 54, no. 5: 687-705