Abstract
The drawing of boundaries has been deemed crucial for the shaping of markets. One type of such boundary is the boundary between markets to distinguish alternative market versions in all their heterogeneity. The so-called sharing economy–largely enabled by the current wave of digitalisation–represents a domain comprising many overlapping and contested market boundaries. This article explores how different conceptualisations of the sharing economy prompt strategic efforts to establish alternative market boundaries for the purpose of legitimising specific practices and to advance political and ideological ambitions. It also shows how this “boundary work” reinforces controversies when different processes of drawing boundaries interfere with and potentially threaten each other. Drawing on constructivist market studies, particularly the notions of framing and performation struggles, this article compares three dominating ridesharing platforms in Sweden: Uber, Skjutsgruppen and Heetch.