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Submitted by Manuel Schneider Submitted at Institut für Handel, Absatz und Marketing Supervisor and First Examiner o. Univ.-Prof. Dkfm. (t.-o.) Dr. Gerhard A. Wührer Second Examiner a. Univ.-Prof. Dr. Robert Bauer Institutional Strategy November 2018 in Urban Mobility Doctoral Thesis to obtain the academic degree of Doktor der Sozial- und Wirtschaftswissenschaften in the Doctoral Program Social and Economic Sciences JOHANNES KEPLER UNIVERSITY LINZ Altenberger Str. 69 4040 Linz, Austria www.jku.at DVR 0093696 STATUTORY DECLARATION I hereby declare that the thesis submitted is my own unaided work, that I have not used other than the sources indicated, and that all direct and indirect sources are acknowledged as references. This printed thesis is identical with the electronic version submitted. Munich, 20.11.2018 Signature November 20th, 2018 Manuel Schneider 2/176 Preface Oh, great intentions I've got the best of interventions But when the ads come I think about it now In my infliction Entrepreneurial condition Take us to glory I think about it now Sufjan Stevens – Come on! Feel the Illinoise! This doctoral thesis stems from my curiosity to understand how companies shape the rules of human action and interaction. Diving deep into the academic concept of institutions as master rules of society proved an unexpected, enriching, and at times painful adventure. I have come to realize that not only Multinational Enterprises, but also each and every one of us needs to create own normative frames and rules of the game. If similar thoughts are evoked within the dear readers of this thesis, I would be contented. First and foremost, I would like to express my sincere gratitude to my supervisors Prof. Wührer and Prof. Bauer. Dear Prof. Wührer, I thank you for your open, unbiased and reassuring nature. You have provided great scholarly and moral support from the first day on and throughout the different stages of this journey. Prof. Bauer, I particularly thank you for the critical, witty remarks and inspiring discussions on institutional logics. Many thanks also to the colleagues and staff at the Institute of Trade, Commerce and Marketing at the Johannes Kepler University Linz. You were simply great sparring partners, helping a German doctoral candidate to navigate his academic, bureaucratic as well as linguistic challenges in Austria. This research could not have been realized without the generous sponsorship of the Audi AG. Thank you for enabling me to go on this academic quest around the world and for your willingness to back critical, independent research. Similarly, I would like to express my gratitude to the many interviewees at the case companies Audi on demand and Zipcar as well as related stakeholders. It was only through your trust, openness and forthright statements that the epistemological and empirical contributions of this thesis could be realized. Lastly, I would like to thank my dear family and friends, who have been a source of continuous support. I am unbelievably fortunate to have you in my life, building, shaping and sustaining the institution of love with me. I thank you, Mum and Theresa, for never doubting anything I do and for always supporting me. Thank you, Anna – when I am with you, everything is in its right place. And a big high five to AST, Jenny, Jonny, Kathi & Bene, Ryan and Stefan. You guys are amazing. I am writing from the heart. Munich, 20th of November 2018 Manuel Schneider November 20th, 2018 Manuel Schneider 3/176 Table of Contents 1. Abstract .............................................................................................................................. 10 2. Introduction ......................................................................................................................... 11 3. Theoretical Framework and Methodology ........................................................................... 14 3.1. Theoretical Framework .............................................................................................. 14 3.1.1. Institutional Perspectives in International Business (IB) .................................... 14 3.1.2. Organizational Studies (OS) Perspective on Institutional Strategy .................... 15 3.1.3. MNE Responses to Institutional Processes ...................................................... 16 3.1.4. Multiple levels of MNE Institutional Strategy ..................................................... 19 3.2. The Research Problem .............................................................................................. 20 3.2.1. Research Gap .................................................................................................. 20 3.2.2. Problem Definition ............................................................................................ 20 3.3. Urban Mobility as a Strategic Action Field (SAF) ........................................................ 21 3.4. Methodology .............................................................................................................. 22 3.4.1. Research Design and Conceptual Framework .................................................. 22 3.4.2. Research Process ............................................................................................ 24 Empirical Investigation 1: Exploratory phase ...................................... 24 Empirical Investigation 2: Explanatory phase: Zipcar and AOD as case studies ............................................................................................... 25 3.4.3. General Rules for Coding and Analysis ............................................................ 27 3.4.4. Anticipated Ethical Issues ................................................................................. 28 4. Empirical Investigation 1: Identification of Institutional Processes in Urban Mobility ............ 29 4.1. Content Analysis Documents ..................................................................................... 29 4.2. Focus Group Participants’ Profiles ............................................................................. 30 4.3. Data Analysis: Institutional Process Configurations and Spheres ............................... 32 4.4. Results and Display of Data ....................................................................................... 34 4.5. Preliminary Discussion ............................................................................................... 47 5. Empirical Investigation 2a: Case Study of Zipcar in London ................................................ 51 5.1. Industry and Company Description ............................................................................ 51 5.2. Data Sources ............................................................................................................. 52 5.3. Analytical Process and Coding................................................................................... 53 5.4. Mapping the Strategic Action Field of Zipcar in London ............................................. 54 5.5. Strategic Actors ......................................................................................................... 61 5.6. Timeline ..................................................................................................................... 63 5.7. Changing Institutions on a City Level: From Car Owning to Car Sharing .................... 64 5.7.1. Concept Awareness of Car Sharing .................................................................. 65 November 20th, 2018 Manuel Schneider 4/176 5.7.2. Citizen's Car Aspiration – Mind Shift from Possessing to Sharing ..................... 67 5.7.3. Decision-making Processes ............................................................................. 68 5.7.4. Rivalling Identities: Public vs. Private Transport Provision ................................ 70 5.7.5. Integration of Car Sharing in Public Transport Identity ...................................... 73 5.7.6. Parking Management ....................................................................................... 74 5.7.7. Incentives and Disincentives ............................................................................ 77 5.7.8. Development Planning Section 106 .................................................................. 79 5.7.9. Rivalling Technological Logic (Floating) ............................................................ 80 5.8. Zipcar’s Multi-level Institutional Manipulation Strategy ............................................... 82 5.9. Mechanisms............................................................................................................... 83 5.9.1. Reflexivity ......................................................................................................... 83 5.9.2. Coherence of Stories ........................................................................................ 84 Production of Rationales .................................................................... 84 Validation through External Actors and Documents ........................... 85 Linguistic Identities ............................................................................. 86 5.9.3. Capability to Mobilize ........................................................................................ 87 5.10. Enablers .................................................................................................................. 89 5.10.1. Identification ....................................................................................................

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