Challenges to develop business models towards sustainable urban mobility: A comparative empirical investigation between Brazilian and Chinese case studies

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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 challenges faced by organizations when implementing 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 when implementing business models for sustainable urban mobility? A case based research was adopted and the research assessed multiple cases studies, through an empirical comparative analysis among ten business models initiatives led in Brazil and China, due to the clear relevance of urban mobility issue in the realities of both countries. The research results were organized in a framework composed by five 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 delivery system and (III) 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, proper public policies oriented to the development of new business models, access information about travel patterns of users and diversification of the revenue sources of the business model.