Smart Mobility: Contradictions in Value Co-Creation
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Smart Mobility: Contradictions in Value Co-Creation Thomas Schulz 1,2
&
Heiko Gewald 3 & Markus Böhm 4 & Helmut Krcmar 5
# The Author(s) 2020
Abstract Technical progress is disrupting the mobility sector. New door-to-door (D2D) mobility integrators promise to offer smart mobility by packaging together different mobility services such as car-sharing and public transport. However, mobility providers up to now have rarely entered into value co-creation relationships. As a result, citizens are offered mobility that cannot be considered truly smart. Although value co-creation has been the subject of numerous studies taking the service-dominant logic perspective, this research has often lacked empirical evidence. To close this gap, we conceptualize value co-creation between mobility providers and a D2D mobility integrator by applying Activity Theory. Based on a qualitative study in the German mobility sector, we identify several inhibitors of value co-creation from the viewpoint of mobility providers. In addition, we show how these inhibitors serve as triggers for adaptations, ultimately leading to the formation of a value co-creation relationship. Keywords Activity theory . Service-dominant logic . Smart mobility . Value co-creation
1 Introduction Creating a new mobility paradigm is of one of the grand challenges of the twenty-first century. Cities around the world are confronted with urgent problems such as traffic congestion, parking problems as well as noise and air pollution (Willing et al. 2017a, 2017b; Benevolo et al. 2016; Gupta et al. 2019; Schreieck et al. 2018). One of the main reasons for this is the popularity of the use of private cars. For example, motorized private transport accounted for approximately 75% of the total transport volume in Germany in 2017 (Follmer and Gruschwitz 2019). The situation could deteriorate even further in the future through urbanization. One forecast predicts that the share of the worldwide population living in cities will increase from 50% in 2015 to 66% by * Thomas Schulz [email protected] Heiko Gewald [email protected]
2050 (United Nations Department of Economic and Social Affairs 2015). Despite its possible contribution to alleviating the problems, the share of mobility provided by public transport is often small. Inconveniences such as a lack of door-to-door (D2D) transport and poor information quality regarding transport services have been identified as key factors of non-usage (Beirão and Cabral 2007). In particular, the availability of the “right information at the right time” is considered to be important to facilitate sustainable behavioral changes in the broader public (Watson et al. 2011, p. 59). Several authors argue that information systems (IS) researchers can and need to contribute to the grand challenge of environmental sustainability (Watson et al. 2010; Elliot 2011; Hasan et al. 2017; Gupta et al. 2019; Akande et al. 2019; Gupta et al. 2018).
2
Technical University of Munich, Chair for Information Systems, Boltzmannstraße 3, 85748 Ga
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