competitors in the car-rental industry were forced to compete increasingly on price. If Beacon wants to dominate the competition, it must seek for change The sharing economy represents a serious threat to some established industries like car-rental, hotel and taxi. However, new opportunities also emerge in particular for forward-thinking companies and innovative start-ups. As a traditional car-rental company Beacon needs to increase its investment on sharing business and make advantage of the innovativeness of Village Car to improve its car-sharing business, which will eventually benefit both companies (I) Co-branding Co-branding is a strategy that allows valuable brand assets to be leveraged and combined with other brand names to form a strategic alliance in which, from a financial point of view the brand value of both is greater than individual parts. Beacon is a dominant brand in car-rental industry. If Village Car wants to realise rapid development in the car-sharing market, it needs brand-name expansion. Brand-name expansion contributes to the realization of maximal brand-name benefits. Co-branding strategy can raise the brand awareness of Village Car. Meanwhile, it indicates that Beacon is seeking for changing its original business model, which will make Beacon more popular among youngsters who are fond of car-sharing Therefore, it will be easier for Beacon to enter adjacent markets and car-sharing industr (V Resource sharing To develop a mobile application is a smart way for the two companies to share their customers and systems. With the single application, customers can choose various services based on their personal preferences. A representative example is Didi, which is the worlds leading one-stop mobile transportation platform. DiDi offers app-based mobility options for more than 450 million users. The mobile application Didi Chuxing is composed of various functions including DiDi Taxi, DiDi Express, DiDi Premier, DiDi Hitch and so on. Each function offers a specific service. In this way diDi is able to cater to different demands from different consumer groups. Thus, different businesses can share the same system and customer information. It is suggested that Beacon and Village Car should also develop a mobile application like Didi chuxing to combine car-sharing business and car-rental business Rao, A,& Ruekert, R. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87-97.5 competitors in the car-rental industry were forced to compete increasingly on price. If Beacon wants to dominate the competition, it must seek for change. The sharing economy represents a serious threat to some established industries like car-rental, hotel and taxi. However, new opportunities also emerge in particular for forward-thinking companies and innovative start-ups. As a traditional car-rental company， Beacon needs to increase its investment on sharing business and make advantage of the innovativeness of VillageCar to improve its car-sharing business, which will eventually benefit both companies. (III) Co-branding Co-branding is a strategy that allows valuable brand assets to be leveraged and combined with other brand names to form a strategic alliance in which, from a financial point of view, the brand value of both is greater than individual parts. 3 Beacon is a dominant brand in car-rental industry. If VillageCar wants to realise rapid development in the car-sharing market, it needs brand-name expansion. Brand-name expansion contributes to the realization of maximal brand-name benefits. Co-branding strategy can raise the brand awareness of VillageCar. Meanwhile, it indicates that Beacon is seeking for changing its original business model, which will make Beacon more popular among youngsters who are fond of car-sharing. Therefore, it will be easier for Beacon to enter adjacent markets and car-sharing industry. (IV) Resource sharing To develop a mobile application is a smart way for the two companies to share their customers and systems. With the single application, customers can choose various services based on their personal preferences. A representative example is Didi, which is the world’s leading one-stop mobile transportation platform. DiDi offers app-based mobility options for more than 450 million users. The mobile application Didi Chuxing is composed of various functions including DiDi Taxi, DiDi Express, DiDi Premier, DiDi Hitch and so on. Each function offers a specific service. In this way DiDi is able to cater to different demands from different consumer groups. Thus, different businesses can share the same system and customer information. It is suggested that Beacon and VillageCar should also develop a mobile application like Didi Chuxing to combine car-sharing business and car-rental business. 3 Rao, A., & Ruekert, R. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36, 87–97