Car2go
Shaping a Mobility Ecosystem: The Case of car2go in China
Summary
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.
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Bibliographic Data
SHAPING A MOBILITY ECOSYSTEM: THE CASE OF CAR2GO IN CHINA
Case - Reference no. 318-0293-1
Authors: Thorsten Reiter; Joachim Stonig; Maximilian Jakob Dexheimer; Christoph Lechner
Published by: University of St. Gallen (2019)
Length: 18 pages
Data source: Published sources
Teaching note - Reference no. 318-0293-8
Authors: Thorsten Reiter; Joachim Stonig; Maximilian Jakob Dexheimer; Christoph Lechner
Published by: University of St. Gallen (2019)
Length: 10 pages
Data source: Published sources
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