Mobility car sharing (cartoon case)
The “Mobility Car Sharing” cartoon case describes the success of a cooperative in Switzerland from its inception in 1987 to the latest innovation in 2014. It shows the differences between car sharing and car rental, and how car sharing is embedded in a wider mobility ecosystem. While car sharing now exists in many countries, the growth in Switzerland has been exceptional due to several factors: excellent public transportation, high ecological awareness since the mid-eighties, highly commited users who are members of the cooperative, etc. The case also describes different segments, and shows that Mobility is attractive for some segments and very unattractive for other segments, who depend on a private car.
This case be used to achieve several learning objectives: 1) How to keep innovating a service business over several decades; 2) How to create a business model that is embedded in a value constellation (users, public transportation, employers, etc.); 3) How to compare two similar yet very different business models (rental cars versus car sharing); 4) How to segment a market and focus on certain segments, while accepting than many segments don’t like or use the service.
Mobility Car Sharing, Logistics and Supply Chain, Transportation
1987-2014
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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in I by IMD 24 June 2024
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Case reference: IMD-7-2457 ©2024
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Case reference: IMD-7-2546 ©2024
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in MIT Sloan Management Review Summer 2024, vol. 65, no. 4
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