Fleura Bardhi believed what many of us do about mem­bers of car-​​sharing ser­vices like Zipcar. They care about the envi­ron­ment. They want to take cars off the road. They’ve cre­ated a trusting com­mu­nity to share assets that pre­vious gen­er­a­tions insisted on owning. This is all a very Euro­pean notion, and it made sense to Bardhi, an asso­ciate pro­fessor of mar­keting at North­eastern Uni­ver­sity orig­i­nally from Albania.


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