We explore the challenges that digital platform-based sharing economy ventures confront in establishing legitimacy for their business models by examining the dynamics that ensued when Uber Technologies deployed its ridesharing business model in four U.S. cities. Uber entered each city to jump-start network effects by establishing cognitive legitimacy while deepening a sociopolitical legitimacy crisis that emerged due to mismatches between its business model and existing regulations. Operating between existing categories, Uber used a series of interrelated market and nonmarket strategies, which we label as liminal movement, to generate cognitive and sociopolitical legitimacy.

Emotions are central to social life and thus they should be central to organization theory. However, emotions have been treated implicitly rather than theorized directly in much of organization theory, and in some literatures, have been ignored altogether. This Element focuses on emotions as intersubjective, collective and relational, and reviews structuralist, people-centered and strategic approaches to emotions in different research streams to provide one of the first broad examinations of emotions in organization theory. Charlene Zietsma, Maxim Voronov, Madeline Toubiana and Anna Roberts provide suggestions for future research within each literature and look across the literatures to identify theoretical and methodological considerations.

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