SHAPING A MOBILITY ECOSYSTEM: THE CASE OF CAR2GO IN CHINA

Item Type Case Study
Abstract

This case study focuses on the creation and management of Daimler's mobility ecosystem in China. It analyzes how the German car manufacturer rolled out its ecosystem strategy in China and managed to establish a car-sharing platform with multiple partners. Daimler adapted its strategy from a station-based to free-floating car sharing and had to deal with different ecosystem partners to succeed over time. The case discusses the underlying business models, competitive strategies to respond to local rivals, and the impacts of future megatrends on Daimler's 'car2go' ecosystem. It ends with a discussion of future challenges for Daimler, including possible collaboration with BMW's 'ReachNow' and Geely's ride hailing service Cao Cao. The case is suited to discuss the benefits and challenges of ecosystem strategies from a strategic management angle, both for undergraduate and MBA classes.

Authors Reiter, Thorsten; Stonig, Joachim; Dexheimer, Maximilian Jakob & Lechner, Christoph
Language English
Subjects business studies
education
HSG Classification contribution to education
Date 12 November 2018
Publisher University of St. Gallen
Place of Publication The Case Centre
Series Name Strategy and General Management
Number 318-0293-1
Official URL https://www.thecasecentre.org/educators/products/v...
Depositing User Dr. Thorsten Reiter
Date Deposited 12 Nov 2018 10:23
Last Modified 12 Nov 2018 10:23
URI: https://www.alexandria.unisg.ch/publications/255655

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Citation

Reiter, Thorsten; Stonig, Joachim; Dexheimer, Maximilian Jakob & Lechner, Christoph: SHAPING A MOBILITY ECOSYSTEM: THE CASE OF CAR2GO IN CHINA. The Case Centre : University of St. Gallen, 2018.

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https://www.alexandria.unisg.ch/id/eprint/255655
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