Patrick Peter Fleischmann Pohl 75545

FROM BERLIN TO LISBON: IS CAR SHARING A FAD? Patrick Peter Fleischmann Pohl 75545 Dissertation submitted as partial requirement for the conferral of Master in Marketing Supervisor: Rui Manuel Vinhas da Silva Department of Marketing, Operation and Management Co-supervisor: Catarina Maria Valente Antunes Marques Department of Quantitative Methods for Management and Economics October 2018 --- Spine -- ABSTRACTS Car sharing is a market that has been in existence since the early 1950s. It entails members within a given society sharing cars to reach their destination and as such, saving up on costs, time and parking space. Car sharing reduces congestion within cities and as such, making it an important and impactful aspect in the protection of the environment. This paper seeks to evaluate the comparison of the car-sharing industry within Germany and Portugal and how it is influenced by millennials. It looks at a number of aspects such as the role of technology, the preservation of the environment, costs, income, and other factors. The survey that is included in the research focuses on Lisbon and Berlin and the millennials that live within them and how they integrate car-sharing services. The results that are realized indicate that Berlin has had the car-sharing industry for some time and as such, making it more prominent as compared to Lisbon. Nonetheless, the car sharing industry within Portugal is also developing at an alarming rate and as such, making the two areas competitive to some degree when it comes to this industry. Key Words – Car Sharing, internet, technology I RESUMOS “Car sharing” é um conceito que existe no mercado desde os anos 50. Significa que, membros de uma mesma sociedade, partilhem automóveis para chegar ao seu destino, e ao mesmo tempo também poupem dinheiro, tempo e estacionamento. O “car sharing” reduz o congestionamento dentro das cidades e tem um impacto importante na proteção do meio ambiente. Este trabalho tem como objetivo avaliar e comparar o mercado de “car sharing” entre Portugal e Alemanha e como este é influenciado pelos “millennials”. Analisa uma séria de aspetos como o papel da tecnologia, a defesa do meio ambiente, custos, o rendimento, entre outros. O estudo incluído neste trabalho concentra-se nas cidades de Lisboa e Berlim e nos “millennials” residentes nestas cidades que utilizem este serviço de “car sharing”. Os resultados mostram que Berlim possuí a indústria do “car sharing” há mais tempo e daí ser mais familiar e popular do que em Lisboa. No entanto, o “car sharing” em Portugal está a desenvolver-se rapidamente o que torna esta área cada vez mais competitiva na indústria. Palavras-chave – Car Sharing, internet, tecnologia II ACKNOWLEDMENTS I take this opportunity to portray my sincerest of gratitude for the help that I received writing this thesis. It was only possible to do this research work and to write this master’s thesis with the contribution of different people, whom I would like to give a big and special thank you too. First of all, I would like to express my sincere gratitude to my thesis supervisor, Professor Rui Vinhas da Silva from ISCTE Business School. Professor Vinhas da Silva has always been available, both at the beginning when it was necessary to discuss the theme of the thesis and also during all these months of the development of this research, until the end. Thank you very much for all the suggestions, the guidance, and useful feedback. Secondly Catarina Marques for the great support and guiding me with SPSS and her honest feedback. To all of you, I am sincerely grateful and thankful for the help. III TABLE OF CONTENT ABSTRACTS ............................................................................................................................ I RESUMOS ............................................................................................................................... II ACKNOWLEDMENTS ........................................................................................................ III LIST OF ABBREVIATIONS/GLOSSARY ............................................................................. a LIST OF FIGURES .................................................................................................................. b LIST OF ANNEXES ................................................................................................................. b LIST OF TABLES .................................................................................................................... c EXECUTIVE SUMMARY ....................................................................................................... d CHAPTER 1: PURPOSE OF THE RESEARCH.................................................................... 1 1.1 Introduction ..................................................................................................................... 1 1.2 Purpose of the study ........................................................................................................ 1 1.3 Research Question ........................................................................................................... 2 CHAPTER 2: BACKGROUND ............................................................................................... 4 2.1 Introduction ..................................................................................................................... 4 2.2 Background ...................................................................................................................... 4 2.3 Importance of CarSharing Service in Germany Vs Portugal ........................................ 9 CHAPTER 3: LITERATURE REVIEW ............................................................................... 11 3.1 Challenges in the automotive industry.......................................................................... 11 3.1.1 Industry Lifecycle ................................................................................................... 11 3.1.2 Commoditization ..................................................................................................... 13 3.2 Digitization ..................................................................................................................... 14 3.2.1 Digitization meets customers .................................................................................. 15 3.2.2 E-Commerce ............................................................................................................ 16 3.3 Environmental Challenges ............................................................................................ 16 3.4 Disruptive Business Model ............................................................................................ 17 3.5 Sharing Economy........................................................................................................... 17 3.5.1 History – What is the Sharing Economy ................................................................ 18 3.5.2 Generation Y as a driver of the sharing economy/an effect on modern society .... 22 3.5.3 Benefits .................................................................................................................... 23 3.6 Car-sharing .................................................................................................................... 26 3.6.1 History of Car-Sharing ........................................................................................... 26 3.6.2 Basics Business Model Ecosystem .......................................................................... 27 3.6.3 The effect of policy on vehicle sharing.................................................................... 27 3.6.4 Key Drivers for Car-sharing ................................................................................... 28 3.6.5 Big Players ............................................................................................................... 29 3.6.6 Millennials Profile ................................................................................................... 30 3.6.7 City “tech” level ...................................................................................................... 30 3.7 Alternative services........................................................................................................ 31 3.8 Typical Car-Sharing user .............................................................................................. 31 3.9 Theoretical/Conceptual Model ...................................................................................... 33 3.10 Hypothesis .................................................................................................................... 35 CHAPTER 4: RESEARCH DESIGN .................................................................................... 39 4.1 Introduction ................................................................................................................... 39 4.2 Research instrument ...................................................................................................... 39 4.3 Population ...................................................................................................................... 40 4.4 Sampling ........................................................................................................................ 40 4.6 Statistical Analysis ......................................................................................................... 40 4.7 Conclusion.....................................................................................................................

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