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New technology firms such as Uber and Airbnb have recently spurred the advent of the sharing economy (SE). Faced with institutionally diverse environments, SE firms apply various market and nonmarket strategies through which they actively legitimize their products/services. In-depth qualitative analyses of several regulative, normative, and cognitive institutions in the Netherlands, the United Kingdom, and Egypt reveal that similar institutional strategies have different effects in different country contexts. In countries with lower degrees of institutionalization, SE firms can address grand societal challenges and leverage the power they gain to shape government regulations and public perception to their advantage. In countries with higher degrees of institutionalization, firms with disruptive and transformative strategies (e.g., Uber) can provide rapid but short-term gains, whereas firms with more relational and additive …