Societal forces and technological advancements have led to a new 21st Century socio-economic system built on the sharing of physical assets and services: the share economy. The concept has recently started to be adopted by large companies through partnerships or experimental new business models. This paper aims to make two contributions to the literature. One is to provide an answer to why corporations are motivated by the share economy. The second is to examine how incumbents can become successful in the share economy as they launch their venture.