Shifting towards Technology-based On-demand Transportation Business Models: A Comparative Research
Öz
Today, the world has been witnessing to structural changes at different levels and some external factors (e.g. COVID-19) have particularly accelerated these changes. In the new world order, people seek effective solutions to some challenges they confront in their daily lives while organisations are in quest for becoming more competitive by using innovative technologies to address these needs. As a result, with the introduction of digitalisation, there has been a transformation from traditional business models towards technology-based on-demand business models to be used in transportation. Especially, considering the complex structure and high density of metropolitan cities, such as Istanbul, using on-demand transportation platforms can be worthwhile for passengers. However, despite the increasing attention paid to these platforms, there is a limited number of studies exploring these business models and their impacts from different aspects. Therefore, this research aims to investigate the practices of two exemplary technology-based on-demand transportation business models, Uber and BiTaksi, and to propose strategies based on several prominent attributes. Consequently, the discussions and proposed strategies regarding the established attributes hold a significant potential to advance the nascent knowledge about digital transportation business models, especially in the comparison of an international and a national platform, and to offer strategic guidance to practitioners and policy-makers in business environment.
Anahtar Kelimeler
BiTaksi, digital business models, on-demand transportation business models, technology-based service platforms, Uber
Kaynakça
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