WHO GETS WHAT Exploring the Value Appropriation Among Participants Within the Sharing Economy
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WHO GETS WHAT Exploring the value appropriation among participants within the Sharing Economy A MULTIPLE CASE STUDY MASTER THESIS André A. Klein 11377240 M.Sc. Business Administration – Digital Business / Strategy track Faculty of Economics and Business, Amsterdam Business School, UvA Supervised by Merve Güvendik Second supervisor: Konstantina Valogianni Date of submission: June 23, 2017 STATEMENT OF ORIGINALITY This document is written by André A. Klein, who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. Exploring the value appropriation 2 among participants within the Sharing Economy Table of Contents I. Table of Figures ..................................................................................................................... 5 II. Acknowledgements ............................................................................................................... 6 III. Abstract .................................................................................................................................. 7 1 Introduction ........................................................................................................................... 8 2 Literature Review ............................................................................................................... 10 2.1 Definition of the Sharing Economy .........................................................................................10 2.2 “For-Profit”-Companies of the Sharing Economy ................................................................12 2.3 Summary ...................................................................................................................................13 3 Method and Data ................................................................................................................ 15 3.1 Underlying Theory ...................................................................................................................15 3.2 Methodological Choice .............................................................................................................18 3.3 General Data-Framework ........................................................................................................18 3.3.1 Source .....................................................................................................................................18 3.3.2 Timeframe ..............................................................................................................................19 3.3.3 Unit of Measurement .............................................................................................................19 3.4 Specific Observation-Framework ...........................................................................................21 3.4.1 Eligibility ...............................................................................................................................21 3.4.2 Definition ...............................................................................................................................22 3.4.3 Emerging Prerequisites for Data Collection ..........................................................................23 3.4.4 Selected Services and SE-Platforms ......................................................................................24 3.4.5 Selected Commercial Companies ..........................................................................................27 3.4.6 Data-Comparison of SE-Platforms and Commercial Companies ..........................................33 3.4.7 Opportunity Costs for Suppliers ............................................................................................36 3.4.8 Categorization ........................................................................................................................37 3.5 Summary on Gathered Data ...................................................................................................43 4 Results .................................................................................................................................. 46 4.1 First Step ...................................................................................................................................46 4.1.1 Consumer’s Share – First Step ...............................................................................................46 4.1.2 Platform’s Share – First Step .................................................................................................46 4.1.3 Supplier’s Share – First Step ..................................................................................................46 4.2 Second Step ...............................................................................................................................47 4.2.1 Consumer’s Share – Second Step ..........................................................................................48 4.2.2 Platform’s Share – Second Step .............................................................................................48 4.2.3 Supplier’s Share – Second Step .............................................................................................48 4.3 Third Step .................................................................................................................................49 4.3.1 Consumer’s Share – Third Step .............................................................................................50 4.3.2 Platform’s share – Third Step ................................................................................................52 4.3.3 Supplier’s Share – Third Step ................................................................................................53 4.4 Summary of Results .................................................................................................................55 5 Discussion ............................................................................................................................ 57 5.1 Major Findings .........................................................................................................................57 5.2 Meaning of the Findings ..........................................................................................................57 5.3 Reasoning for the Findings ......................................................................................................59 5.4 Theoretical and Practical Relevance ......................................................................................60 Exploring the value appropriation 3 among participants within the Sharing Economy 5.5 Limitations and suggestions for further research .................................................................61 5.6 Strengths of Results ..................................................................................................................63 6 Conclusion ........................................................................................................................... 65 7 Bibliography ........................................................................................................................ 67 8 Appendices ........................................................................................................................... 73 8.1 Comparison Data ......................................................................................................................73 8.1.1 “Accommodation Sharing Short-Term” ................................................................................73 8.1.2 “Bicycle Sharing” ..................................................................................................................74 8.1.3 “Car Sharing (No Simultaneous Use)” ..................................................................................75 8.1.4 “Carpooling Inner City” .........................................................................................................76 8.1.5 “Carpooling Outer City” ........................................................................................................77 8.1.6 “Cloth Sharing” ......................................................................................................................78 8.1.7 “Home Sharing (Swapping)” .................................................................................................79 8.1.8 “Parking Space Sharing” ........................................................................................................80 8.1.9 “Spare-Desk Sharing” ............................................................................................................81 8.1.10 “Store-Place Sharing” ........................................................................................................82 8.2 Process of Auditing Eligibility of Conducted Companies .....................................................83 Exploring the value appropriation 4 among participants within the Sharing Economy I. Table of Figures Figure 1: Vertical supply chain ..................................................................................................... 15 Figure 2: Value creation and