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Case
-
Reference no. 220-0052-1
Published by: University of St Gallen
Published in: 2020
Length: 37 pages
Data source: Published sources

Abstract

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).

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2017 - current.

Geographical setting

Region:
World/global
Countries:
United States; China; France; Germany; Switzerland
Locations:
Mainly: Santa Monica, San Franciso; Peking, Shanghai, Beijing, Shenzhen, and Guangzhou; Paris

Featured companies

Bird
Employees:
501-1000
Turnover:
USD 250 million (estimated) October 2018
Type:
Public company
Industry:
Micromobility/ e-Scooter
Lime
Employees:
501-1000
Turnover:
USD 160 million (estimated)
Type:
Public company
Industry:
Micromobility/ e-Scooter
Mobike
Employees:
1001-5000
Type:
Public company
Industry:
Micromobility/ Bike sharing
Spin
Employees:
501-1000
Type:
Public company
Industry:
Micromobility/ e-Scooter
TIER Mobility
Employees:
501-1000
Type:
Public company
Industry:
Micromobility/ e-Scooter

Featured protagonist

  • Travis VanderZanden (male), CEO and Founder of Bird

About

Abstract

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).

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2017 - current.

Geographical setting

Region:
World/global
Countries:
United States; China; France; Germany; Switzerland
Locations:
Mainly: Santa Monica, San Franciso; Peking, Shanghai, Beijing, Shenzhen, and Guangzhou; Paris

Featured companies

Bird
Employees:
501-1000
Turnover:
USD 250 million (estimated) October 2018
Type:
Public company
Industry:
Micromobility/ e-Scooter
Lime
Employees:
501-1000
Turnover:
USD 160 million (estimated)
Type:
Public company
Industry:
Micromobility/ e-Scooter
Mobike
Employees:
1001-5000
Type:
Public company
Industry:
Micromobility/ Bike sharing
Spin
Employees:
501-1000
Type:
Public company
Industry:
Micromobility/ e-Scooter
TIER Mobility
Employees:
501-1000
Type:
Public company
Industry:
Micromobility/ e-Scooter

Featured protagonist

  • Travis VanderZanden (male), CEO and Founder of Bird

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