Challenges to develop business models towards sustainable urban mobility: An comparative empirical investigation between Brazil and China case studies

Type de publication:

Conference Paper

Source:

Gerpisa colloquium, Paris (2020)

Mots-clés:

Brazil, Case studies, China, sustainable business models, Sustainable urban mobility

Résumé:

Purpose
Given the growing interest of various actors in society in developing new business models for urban mobility - expanding frontiers previously dominated exclusively by the automotive industry players - this research aims to investigate the relevant challenges and solutions adopted by organizations to the development of business models for sustainable urban mobility.
Organizations and practitioners are increasingly promoting sustainable urban mobility oriented initiatives and although business model approach is frequently associated with the transitions to more sustainable urban mobility systems, their adoption investigation is still limited. In this sense, the following research questions is pursued: which are the challenges faced by organizations in order to establish business models in sustainable mobility?
Design
A case based research was adopted and the research assessed multiple cases studies, through an empirical comparative analysis among eleven business models initiatives led in Brazil and China, due to the clear relevance of urban mobility issue in the realities of both countries.
Finding
The research results were organized in a framework composed by six challenges faced by the analyzed organizations and the respective solutions adopted by them according to the three parts of a business model: (I) value proposition, (II) value creation and (III) delivery and value capture.
The challenges and the solutions identified are discussed from the background presented in the literature so far: harmonizing interests of different stakeholder groups, competition with dominant alternatives in transport, low integration between transport systems in cities, proper public policies oriented to the development of new business models, access reliable information about travel patterns of users and, finally, how to diversify the revenue sources of the business model.
Practical implications
As practical implications, in addition to the contribution to the literature, that had investigated few empirical studies linking urban mobility and business models perspectives so far, the results support directly the formulation of public policies that encourage new business models creation initiatives that promote sustainable urban mobility and practitioners interested in elaborating business initiatives in this field, from the recognition of challenges that need to be taken into account to develop business in urban mobility.

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