Comparative Analysis of International Carsharing Companies' Strategies in Western European Countries

Over the last decade, car-sharing has turned into an independent and fast-growing sector of the sharing economy. However, scholars have not widely discussed the phenomenon of sharing economy and, in particular, car sharing, due to the novelty of the phenomenon, high dynamics of its development, lack of data and observers. Due to the importance of company transformation in an international context, it becomes more important to understand key aspects of the process of entering foreign markets for car-sharing companies. This study is aimed at identifying particular qualities in the internationalization process of international car-sharing companies in Western European countries. The study reveals similarities and differences in the internationalization process of companies in the car-sharing sector with a business-to-consumer (B2C) and peer-to-peer (P2P) business models in the Western European market and also provide recommendations regarding the choice of internationalization strategy for the Russian car-sharing service «Yandex. Drive».