Governando a criação de valor em plataformas B2C de compartilhamento de recursos de mobilidade urbana sem estação

Abstract

A recent phenomenon known as 'sharing economy' is emerging globally, changing the patterns of consumption and inspiring much research activity in Administration area. Among several business models included in such phenomenon, the B2C urban mobility free-floating sharing resources services are gaining evidence in worldwide metro cities environment as important transportation alternatives for their citizens. Besides confirming its relevance, this study finds theoretical support for transferring scientific achievements matured in sustainable natural resources systems researches (common pool resources) to prove the influence of rules of use for the value creation for these services. Through a single case study, performed in a pioneering B2C dock-less bike sharing platform at São Paulo city ('Yellow'), developed from a triangulation of mainly qualitative data (including 110 customer complaints registered against the service), it was possible to evaluate the value creation in three different moments, when the rules of use were modified. By these means, this study has proved that 'scope rules', which are a type of rule that affects customers usage outcomes in specific circumstances of the service, have an important influence for the value creation when they are based in assertive strategies that takes into consideration the type of value created by the service, the context that influences the usage, the spillover effects from current users on next ones and the 'information rules' adopted by the referred platform. Despite potential generalization limitations due to the specific cultural context and the research methodology applied, this analysis contributes for the development of this research field by bringing already explored knowledge of institutions that govern natural resources provision and appropriation and by proving that the ruling of individual outcomes during the usage of such resources can ensure higher economic value to the great majority of consumers of the service as well as for the platform itself. The conclusion that these business models achieve relevant benefits from economies of density for the value creation also contributes for the discussion of more convenient manners of regulation of these services by the state in ways that the company, its consumers, the government and all other citizens can benefit directly or indirectly with these services offered to the community. This study also recommends managerial practical criteria for the implementation of rules of use for these services with improvement of value creation for the businesses.