Bird, Lime & Co.

Bird, Lime, & Co: Conquering the Last Mile

Micromobility has become one of the fastest-growing global consumer phenomena in history, e-Scooters are also one of the most controversial. This case outlines the evolution of this emerging industry and the rapidly growing e-Scooter market. It aims to equip students with the ability to analyze a quickly evolving competitive situation, where speed is critical and problematic at the same time for business success. The study also aims to develop skills to investigate an industry's major strategic drivers and potential path for business growth. Students are trained to understand key dimensions of business models like core activities and their interdependencies. Moreover, students are invited to think through strategic questions like 'how to develop a sustainable profit formula' and 'how to achieve differentiation in an undifferentiated market'. The case demands a holistic consideration of topics as growth and internationalization strategy, business model thinking, and competitive interplay in a fast-growing market (analysis). Besides the evaluation of business models this case also requires a solid assessment of the overall context within which a diverse set of e-Scooter competitors operate, including industrial, regulatory, as well as socio-ecological forces (understanding). Finally, this case invites its readers to envision the options available to the major players in this market and to debate about developments and potential challenges in the future (transfer).

At The Case Centre you can either order or download the Case Study and Teaching Note as inspection copy: