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Sdílená Ekonomika: Fakta a Mýty EKONOMICKO-SPRÁVNÍ FAKULTA Diplomová práce Sdílená ekonomika: fakta a mýty MGR. VLASTIMIL SLOVÁK Vedoucí práce: Ing. Michal struk, Ph.D. Obor: Veřejná ekonomika a správa Brno 2020 MASARYKOVA UNIVERZITA Ekonomicko-správní fakulta MUNI Lipová 41a, 602 00 Brno IČ: 00216224 ECON DIČ: CZ00216224 Zadání diplomové práce Akademický rok: 2019/2020 Student: Mgr. Bc. Vlastimil Slovák Obor: Veřejná ekonomika a správa Název práce: Sdílená ekonomika: fakta a mýty Název práce anglicky: Shared economy: facts and myths Cíl práce, postup a použité metody: Problémová oblast: Práce se aktuálním konceptem sdílené ekonomiky, který představuje vý- znamný potenciál ve smyslu efektivnější alokace dostupných zdrojů. Práce se bude věnovat jak teoretickému popisu konceptu, tak i praktickým aplika- cím, včetně právních a společenských souvislostí. Cíl práce: Cílem diplomové práce popis vývoje a aktuálních trendů v oblasti konceptu sdílené ekonomiky, včetně identifikace a zobecnění příčin a okolností, které v praxi vedli jak k úspěšným, tak i neúspěšným realizacím daného koncep- tuje. Postup práce: 1) Autor popíše koncept sdílené ekonomiky, definuje pojem, popíše historii a podstatu sdílené ekonomiky. 2) Autor se zaměří na vztah mezi nástupem sdílené ekonomiky a změnami regulatorního prostředí a dále společenským a právním souvislostem. 3) Na základě relevantních zdrojů vybere autor odvětví sdílené ekonomiky s obvyklým výskytem případů sdílené ekonomiky. Autor následně popíše případy úspěšných ekonomických subjektů s konkrétními aplikacemi, které dokázaly využít tržní potenciál sdílené ekonomiky a taky případy subjektů, které tento potenciál rozvinout nedokázaly včetně analýzy příčin a okolností úspěchu a neúspěchu. 4) Na závěr autor provede zobecnění závěrů z analyzovaných případových studií. Rozsah grafických prací: Podle pokynů vedoucího práce Rozsah práce bez příloh: 60 – 80 stran Literatura: SUNDARARAJAN, A. The sharing economy: The end of employment and the rise of crowd-based capitalism. 1st ed. : MIT Press, 2016. 256 s. ISBN 978-0-262-03457-9. Vedoucí práce: Ing. Michal Struk, Ph.D. Pracoviště vedoucího práce: Katedra regionální ekonomie a správy Katedra veřejné ekonomie Strana 1 z 2 Datum zadání práce: 3. 1. 2019 Termín odevzdání diplomové práce a vložení do IS je uveden v platném harmonogramu akademického roku. V Brně dne: 27. 12. 2019 Strana 2 z 2 Bibliografický záznam Autor: Mgr. Vlastimil Slovák Ekonomicko-správní fakulta Masaryk University Katedra veřejné ekonomie Název práce: Sdílená ekonomika: fakta a mýty Studijní program: Veřejná ekonomika a správa Studijní obor: Veřejná ekonomika a správa Vedoucí práce: Ing. Michal Struk, Ph.D. Rok: 2020 Počet stran: 86 Klíčová slova: Sdílená ekonomika, platformy, regulace, Homejoy, Flytenow, Stayzilla Bibliographic record Author: Vlastimil Slovák Faculty of Economics and Administration Masaryk University Department of Public Economics Title of Thesis: Sharing Economy: Facts and Myths Degree Programme: Public Economics and Administration Field of Study: Public Economics and Administration Supervisor: Ing. Michal Struk, Ph.D. Year: 2020 Number of Pages: 86 Keywords: Sharing Economy, Platforms, Regulation, Homejoy, Flytenow, Stayzilla Anotace Tato diplomová práce se zaměřuje na jeden z mýtů sdílené ekonomiky, kterým je mýtus úspěchu. V úvodních kapitolách obsahuje práce rozbor možných definic sdílené ekonomiky, popis jejích principů, faktorů rozvoje a souvisejících regulatorních problémů. Následně provádím případovou studii případů selhání platforem Homejoy, Flytenow a Stayzilla, definuji příčiny těchto selhání a sleduji, jak se s nimi povedlo vyrovnat jiným subjektům. Na závěr provádím zobecnění získaných poznatků, zejména vztahu mezi činností platforem a jejich vnějším prostředím. Abstract This thesis focuses on one of the myths of the sharing economy, which is the myth of success. In the introductory chapters, I am dealing with the definitions of sharing economy, description of its principles, drivers and related regulatory issues. Subsequently, I do conduct a case study of the failures of Homejoy, Flytenow and Stayzilla platforms, define their causes and see how others have managed to deal with them. Finally, I do provide for generalization of the knowledge gained, especially focused on the relationship between the activities of platforms and their external environment. Prohlašuji, že jsem diplomovou práci Sdílená ekonomika: Fakta a Mýty vypracoval samostatně pod vedením Ing. Michala Struka, Ph.D. a uvedl v ní všechny použité literární a jiné odborné zdroje v souladu s právními předpisy, vnitřními předpisy Masarykovy univerzity a vnitřními akty řízení Masarykovy univerzity a Ekonomicko-správní fakulty MU. V Brně dne 3.1.2020 vlastnoruční podpis autora Poděkování Chtěl bych na tomto místě poděkovat Ing. Michalu Strukovi, Ph.D., vedoucímu mé diplomové práce, za odborné vedení, za pomoc a rady při jejím zpracování a mé rodině za podporu a trpělivost v průběhu celého studia. Obsah ÚVOD .............................................................................................. .......................................................................9 1 SDÍLENÁ EKONOMIKA A ABSENCE JEJÍ SDÍLENÉ DEFINICE .................................................. 11 2 JAK TO CELÉ FUNGUJE? AKTÉŘI A PRINCIPY .............................................................................. 15 2.1 AKTÉŘI - SUBJEKTY VE SDÍLENÉ EKONOMICE ......................................................................................... 15 2.2 ROZSAH A PŘÍKLADY SDÍLENÉ EKONOMIKY ........................................................................................... 17 2.2.1 Homesharing: AirBnB a Couchsurfing ......................................................................................... 18 2.2.2 Odvětví dopravy: UBER a BlaBlaCar ........................................................................................... 20 2.2.3 Nabídka pracovní síly .................................................................................................................... 22 3 HISTORIE SDÍLENÉ EKONOMIKY A FAKTORY JEJÍHO ROZVOJE ......................................... 23 3.1 OD SDÍLENÍ KE SDÍLENÉ EKONOMICE ...................................................................................................... 23 3.2 ROZVOJ TECHNOLOGIÍ ............................................................................................................................ 24 3.3 EKONOMICKÁ KRIZE .............................................................................................................................. 25 3.4 ÉTOS ZMĚNY, ENVIRONMENTÁLNÍ OHLEDY A KOMUNITA ....................................................................... 26 4 SDÍLENÁ EKONOMIKA A JEJÍ EFEKTIVITA ................................................................................... 29 5 REGULACE SDÍLENÉ EKONOMIKY ................................................................................................... 33 6 SDÍLENÁ EKONOMIKA – PŘÍČINY ÚSPĚCHU A NEÚSPĚCHU .................................................... 37 7 POSTUP PŘI ZPRACOVÁNÍ PŘÍPADOVÉ STUDIE ........................................................................... 43 7.1 PŘÍPADOVÁ STUDIE JAKO METODA VÝZKUMU ........................................................................................ 43 7.2 KONKRÉTNÍ POSTUP ŘEŠENÍ ................................................................................................................... 44 8 HOMEJOY VS. HANDY ............................................................................................................................ 47 8.1 HOMEJOY ............................................................................................................................................... 47 8.2 HANDY ................................................................................................................................................... 54 9 FLYTENOW VS. WINGLY ...................................................................................................................... 57 9.1 PŘÍPAD FLYTENOW INC. VS. FEDERAL AVIATION ADMINISTRATION ...................................................... 58 9.2 WINGLY A FLIGHTSHARING V EU .......................................................................................................... 61 10 STAYZILLA VERSUS AIRBNB ........................................................................................................... 65 10.1 STAYZILLA ............................................................................................................................................. 65 10.2 AIRBNB NA INDICKÉM TRHU .................................................................................................................. 69 11 SHRNUTÍ PŘÍPADOVÝCH STUDIÍ A DISKUSE ............................................................................. 71 11.1 HOMEJOY VS. HANDY ............................................................................................................................ 71 11.2 FLYTENOW VS. WINGLY: SHRNUTÍ ........................................................................................................ 72 11.3 STAYZILLA VS AIRBNB .......................................................................................................................... 73 11.4 ZOBECNĚNÍ ZÁVĚRŮ ............................................................................................................................... 74 ZÁVĚREM .........................................................................................................................................................
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