Study Of Value Creation Drivers In Sharing Economy Platforms Value Ecology

Value creation is the purpose of any business,but many firms constantly fail at creating it to customers.In order to see the value creation theory from a bigger scope,some authors have stated the new terminology of value ecology.As an effort to successfully deliver value,firms continuously look after innovative ways for generating profits,creating a loyal clientele,make their product or service attractive to customers and generate customer value to their product.Among these business models sharing economy platforms are no exceptions.Although relatively new,this recent phenomenon has expanded internationally and its successfully established business model indicates how powerful they are at boosting economic development.In this regard,the aim of this investigation is to understand the concept of value creation value ecology,decipher the determinants that drive value creation and comprehend its implications for sharing economy platforms value ecology.By using the case study method,this study examines the mechanism of value creation in sharing economy platforms,hereby presented through the comparison of two cases and leveraging the analysis from second-hand data.Firstly,this study selects an example of sharing economy with diversified strategy,Uber.And contrast it with a focus strategy sharing economy platform,Ofo.Second,this study compares how they operate,how they have evolved and their mechanism to create value to customers along with an analysis of the second-hand data related to sharing economy,value creation,value chain and value ecology.Third,a qualitative study is performed to compare the two cases mechanism to later arrive to the conclusion that drivers such as cost saving,efficacy and feedback,are stimulated by four variables which are: the adequate evaluation of the characteristic of the sharing economy platform and the resources alignment,the value ecology management and value incorporation,the experimentation and sustainability and the efficiency,autonomy and redesigning through innovation.Thus,like this performing the value ecology where value drivers are conceived in the Sharing economy platforms.The findings of this investigation include an approach with a value ecology framework for sharing economy value creation and theoretical contributions that illustrates the answer to the research question.The conclusion is presented leveraging information about the analysis of the theory;findings that could help future practitioners to identify and assimilate how the value ecology and the network relationship affect the value creation of sharing economy platforms and provide a new scope of investigation for futures studies into the newly emerging concept of value ecology.