Ivey Publishing
Car2go: Individual Urban Mobility and the Sharing Economy
Product Number:
9B13M110
Publication Date:
02/12/2014
Revised Date:
11/17/2014
Length:
17 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Set in 2013, this case describes the expansion of car2go, a popular car sharing service developed by Daimler AG. The case addresses the changing commuting preferences among urban residents, the evolution of urban transportation and new service developments in the automotive products market. Unlike traditional models of car sharing or renting, which required advance bookings, hourly billing and returns to the originating location, car2go’s business model offered minute-based rates and a free-floating selection of cars that allowed customers to pick up or leave vehicles wherever they liked.
Learning Objective:
This case can be taught to MBA students or executives in courses such as marketing, operations management, supply chain design, business strategy or consumer behaviour. Specific teaching objectives for this case include the following:
  • To understand the commercial aspect of sharable goods and services.
  • To examine the concept of a service offering in the product market as a profit-maximizing strategy.
  • To analyze risks for innovative services.
  • To demonstrate the efficiency of community-oriented branding.
Issues:
Disciplines:
General Management/Strategy,  International
Industries:
Manufacturing
Setting:
Canada, Large, 2013
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (17 pages)
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