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Opportunities and Challenges of Sharing Economy Business Models Application by Global Automotive Companies on European versus Asian markets exemplified by Daimler and BMW in Germany and China

Student: Anastasia marcella mercedes Van volxem

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

Traditional industries are increasingly encountering developments in the nature of their businesses, but also in changing demand. Global automotive companies, some of which have specialized in manufacturing and selling cars for 100 years, are now more and more investing in mobility services in order to supply the growing urban mobility demand and the developing market trend. In many cities, for example, attempts are being made to make owning a vehicle unattractive by implementing bans on certain types of motorization or expensive short-term parking spaces. In order not to lose out, global automotive companies are venturing into the sharing economy. Some are staying, others are quickly returning to their core business. A lot of literature is available on the benefits of the sharing economy from the customer's point of view. But there is a gap in knowledge about the sharing economy from the perspective of automotive companies. Therefore, this master thesis works towards the goal of identifying opportunities and highlighting challenges that global automotive companies may experience when applying sharing economy business models. The markets analyzed in this thesis are Europe and Asia, with a focus on the strong automotive industry Germany, and with a focus on the fastest growing sharing economy China.

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