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Owning the Sharing Economy OWNING THE SHARING ECONOMY Comparing the business models of platform cooperatives and investor owned sharing economy platforms Master’s Thesis Ronja Puranen Aalto University School of Business Information and Service Management Spring 2019 Aalto University, P.O. BOX 11000, 00076 AALTO www.aalto.fi Abstract of master’s thesis Author Ronja Puranen Title of thesis Owning the sharing economy- Comparing the business models of platform cooperatives and investor owned sharing economy platforms Degree Master of Science in Economics and Business Administration Degree programme Information and Service Management Thesis advisor(s) Virpi Tuunainen Year of approval 2019 Number of pages 87 Language English Abstract In the past decade, the collaborative economy has received a lot of attention in media and research. Originally the collaborative economy was expected to change the ways we consume and bring significant social and environmental benefits. In recent years the collaborative economy has, however, also received a lot of criticism especially in terms of worker rights and the ways in which value is distributed within the sector. One possible solution to this could be platform cooperatives, that is, sharing economy platforms that are owned by its customers, workers or other stakeholders. The premise of platform cooperatives is that if workers or customers are the owners of the platform, their rights are better protected and that the profits would be distributed straight to those that are in a key role in creating value. There is very little research done on platform cooperatives, and this thesis aims to contribute to that research gap. The main focus of this thesis is to look at the differences and similarities in business models between platform cooperatives and investor owned sharing economy platforms. Another objective of this thesis is also to look at how the business model canvas as a tool should take into account the alternative starting point and way of organizing economic activity of platform cooperatives. The framework of this research is the business model canvas by Osterwalder and Pigneur (2010). The business model canvas is a widely used tool in mapping out what value the company is generating and for who as well as what kind of resources, activities and partners it is using to deliver that value. The method used for this study is multiple case study. Four platform cooperatives were selected from the most common types of platform cooperatives along with four investor owned counterparts that had a similar offering. The main differences emerged in the value proposition, customer relationships and key partners while the companies resembled each other in terms of channels, key activities and key resources. In addition, an adapted business model canvas is derived that takes better into account the different starting point of doing business of platform cooperatives. Keywords sharing economy, platform cooperatives, cooperatives, business models, business model canvas i Aalto-yliopisto, P.O. BOX 11000, 00076 AALTO www.aalto.fi Maisterintutkinnon tutkielman tiivistelmä Tekijä Ronja Puranen Työn nimi Jakamistalouden omistaminen – vertaileva monitapaustutkimus alustaosuuskuntien ja osakeyhtiöpohjaisten jakamistalouden alustojen liiketoimintamalleista Tutkinto Kauppatieteiden maisteri Koulutusohjelma Tieto- ja palvelujohtaminen Työn ohjaaja(t) Virpi Tuunainen Hyväksymisvuosi 2019 Sivumäärä 87 Kieli Englanti Tiivistelmä Viimeisen vuosikymmenen aikana jakamistalous on saanut paljon mediahuomiota ja sitä on tutkittu paljon. Jakamistalouden ensimmäisten vuosien aikana odotettiin, että jakamistalouden rakenteet muuttaisivat taloutta merkittävästi ja toisivat mukanaan huomattavia sosiaalisia ja ympäristöhyötyjä. Viime vuosien aikana jakamistalous on kuitenkin saanut paljon kritiikkiä osakseen, erityisesti liittyen työntekijöiden oikeuksiin ja siihen, kuinka voitot jakautuvat sektorin osallistujien kesken. Yksi ehdotetuista ratkaisuista jakamistalouden haasteisiin ovat alustaosuuskunnat, jotka ovat jakamistalouden alla toimivia alustoja, joiden omistajia ovat työntekijät, asiakkaat tai muut sidosryhmät. Alustaosuuskuntien toimivuuden idea perustuu oletukseen, että jos työntekijät tai asiakkaat omistavat alustan, heidän oikeutensa ovat paremmin suojeltuja ja voitot jakaantuisivat suoraan heille, jotka ovat keskeisessä roolissa arvonluonnissa. Alustaosuuskuntia on tutkittu todella vähän, ja tämän pro gradu tutkielman tarkoitus on kuroa tätä kuilua umpeen. Tämän tutkielman päätarkoitus on selvittää, mitkä ovat keskeiset erot ja samankaltaisuudet liikentoimintamalleissa alustaosuuskuntien ja osakeyhtiöpohjaisten jakamistalouden alustojen välillä. Toinen tavoite on tutkia, kuinka liiketoimintallien konseptualisointityökalun kannattaisi ottaa osuuskuntien lähtökohdat ja tavoitteet paremmin huomioon. Tässä tutkimuksessa käytetty viitekehys on Osterwalderin ja Pigneur’in (2010) liiketoimintamallikangas. Tämä työkalu on laajasti käytetty tunnistamaan minkälaista arvoa yritys luo, kenelle sekä mitä resursseja, aktiviteetteja ja partnereita on käytetty arvontuottamisesssa. Pro gradu-tutkielman metodi on monitapaustutkimus. Neljä alustaosuuskuntaa valittiin niiltä sektoreilta, joilla alustaosuuskuntia on eniten. Näitä vertaillaan neljään osakeyhtiöpohjaiseen jakamistalouden alustoihin, joilla on samankaltainen tarjoama valittuihin alustaosuuskuntiin verrattuna. Suurimmat erot ilmenivät arvopropositiossa, asiakassuhteissa ja partnereissa, kun taas samankaltaisuuksia löytyi käytettyjen kanavien, aktiviteettien ja resurssien osalta. Lisäksi tuloksissa määritellään sovellettu liiketoimintamallikangas, joka ottaa paremmin huomioon alustaosuuskuntien eri lähtökohdat liiketoiminnalle. Avainsanat jakamistalous, alustaosuuskunnat, osuuskunta, liiketoimintamalli ii Table of Contents 1 Introduction ................................................................................................................. 1 1.1 Research questions .......................................................................................................... 2 1.2 Structure of the thesis ..................................................................................................... 3 2 Literature Review ........................................................................................................ 4 2.1 Collaborative economy ................................................................................................... 4 2.1.1 Definitions and classifications ...................................................................................... 5 2.1.2 Criticism towards the collaborative economy .............................................................. 7 2.1.3 The rise of platform cooperativism ............................................................................ 14 2.2 Cooperatives .................................................................................................................. 15 2.2.1 History of cooperatives ............................................................................................... 16 2.2.2 Key features of cooperatives ...................................................................................... 18 2.3 Business models ............................................................................................................. 20 2.3.1 Business models and strategy ..................................................................................... 21 2.3.2 Building blocks of business models ........................................................................... 21 2.3.3 Adapted business model canvas for multi-sided markets ........................................... 25 3 Methodology ............................................................................................................... 28 3.1 Multiple case study ....................................................................................................... 28 3.2 Selection of case companies .......................................................................................... 30 3.2.1 Case company descriptions ........................................................................................ 31 3.3 Data collection and analysis ......................................................................................... 36 4 Findings and analysis ................................................................................................ 41 4.1 Loconomics and Thumbtack ........................................................................................ 41 4.2 Fairmondo and Ebay .................................................................................................... 48 4.3 Moeda and Wefunder ................................................................................................... 54 4.4 Turo and Tapazz ........................................................................................................... 60 4.5 Observations from the analysis ................................................................................... 65 5 Conclusions ................................................................................................................ 71 5.1 Theoretical implications ............................................................................................... 72 5.1.1 Synergies between the sharing economy and cooperatives ........................................ 73 5.1.2 Implications for the business model canvas ..............................................................
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