This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

After years of boom, Brazil will experience a recession this year. There was a significant imbalance in recent years from a budgetary point of view, inflation and foreign exchange. Protectionist Brazilian policy don't support foreign trade. Therefore consumers in the current recessive market environment are more willing to work with so-called collaborative consumption, even though Brazil is a country with one of the highest crime rate and the level of trust of consumers is lower than in other countries. Sharing economy pioneer offering short-term accommodation Airbnb used FIFA World Cup to bring sharing economy to Brazil and before the Olympic Games in Rio de Janeiro the company is booming. The collaborative economy projects spread the values and culture of sharing and collaboration in other Brazilian cities. At the same time worldwide service, Uber (mobile-app-based transportation network) was banned from the country. This Master's thesis aims to analyze the cultural and legal environment in the frame of sharing economy in Brazil, in the field of gastronomy. Could the concept of home restaurants, so called "meal sharing", which is currently spreading in developed countries, work in Brazil?

The aim of this master thesis is to analyze the present condition of sharing economy and design a critical success factors model on a IT startups which operate as a transportation network companies. The result is finally validated on few representative businesses. The problem is solved by the modified qualitative critical success factors method whose author is John F. Rockart. The gained factors were finally used in the causal model which is based on the principles of system dynamics. The outcomes of this thesis are enabling to understand the relations which are hidden behind success of transportation network companies in the area of sharing economy. The information can be useful not only for startups but also for academic sphere and possible investors.

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Parmi les désignations qui fleurissent dans la presse économique sous l’appellation attractive de « new business models », deux ont pour point commun de s’appuyer sur une logique de partage de biens : l’ « économie de (la) fonctionnalité » et l’ « économie collaborative ». Elles articulent l’exploitation d’innovations technologiques récentes avec l’évolution de pratiques sociales. Ces approches entendent tirer profit d’une transformation contemporaine des modes de consommation, caractérisée par une désacralisation du rôle accordé aux biens matériels.Notre axe de recherche questionne la construction et la signification de plusieurs modèles socio-économiques a priori tournés vers un développement durable. Bien que la multiplication des désignations sème le trouble dans leurs définitions, chacune d’entre elles peut être reliée à des réseaux d’acteurs distincts. Si les expressions « économie de fonctionnalité » et « économie de la fonctionnalité » ne se distinguent que par un déterminant, elles renvoient à deux approches en tension. De même, alors que le terme « économie collaborative » évoque au moment de son émergence la bannière « peer-to-peer », il se diffuse rapidement pour qualifier une forme de capitalisme connexionniste.Le déploiement des modèles étudiés permet de capter certaines transformations des représentations contemporaines. Le relatif succès des modèles est fonction de la correspondance des idéaux qui y sont attachés avec les faits socio-économiques éprouvés par les acteurs. Évolution des formes de travail, modification des contours de / Among the designations that flourish in the economic press through the attractive name of « new business models » (in English in the text), two of them are specifically based on property sharing : « functional economy » and « sharing economy ». They both connect technological innovations with the evolution of social practices. These approaches intend to take advantage of a contemporary transformation of consumption patterns, characterized by a desecration of the role given to material goods.Our research focuses on the construction and meaning of several socio-economic models, in principle aiming to foster sustainable development. Although the multiplication of designations muddles the definitions of the models, each of them is connected to its own network of actors. Even if the French translations for « functional economy », « économie de fonctionnalité » and « économie de la fonctionnalité », are distinguished only by a definite article, they refer to two contradictory approaches. Similarly, while the term « sharing economy » firstly evokes the « peer-to-peer » (in English in the text) banner, it rapidly spreads to describe a form of connexionist capitalism.The deployment of the studied models makes it possible to capture certain transformations of contemporary representations. The relative success of the models depends on the correspondence of the ideals attached to each of them and the socio-economic facts experienced by actors. Evolution of work, changes in the outlines of property or distrust towards the political class are revealed by the analysis of discourses related to our topics.

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Cities drive some of the most urgent sustainability challenges that societies face today, including inequality, resource consumption and climate change. Meanwhile, economic growth is increasingly being viewed as a challenge for sustainable development, generating a call for post-growth transformation. In recent years, the notion of a sharing economy has spread to cities across the globe and has been adopted as a solution for addressing multiple urban sustainability challenges. The sharing economy is often associated with multinational corporations such as Airbnb and Uber, however, there is a parallel movement of emerging social practices. This study investigates the case of the multi-actor sharing economy in Gothenburg, Sweden, in order to assess the capacity of an emerging grassroots movement to contribute to economic transformation towards a post-growth model. The findings demonstrate how the grassroots movement show potential for radical change as they adopt and replicate goals and visions aligning with post-growth transformations. Further, the results show how the movement is reconfiguring urban governance relations through i) transformative leaders and ii) intermediary organizations enabling cross-sectorial actor relations to emerge. However, the findings also point to emerging risks of disempowerment and limited capacity of grassroots which induce three policy suggestions to strengthen the transformative capacity of the movement. These are to i) organize multi-actor exercises that foster collective visions, ii) support the development of co-operative business models for grassroots, and iii) establish a Community Support Centre. The study concludes that Gothenburg is an example of a type of sharing economy with potential for post-growth transformation.

Delningsekonomin och specifikt delningsföretag med tjänster inom resor och turism har påverkats starkt av Covid-19. I samband med detta har därför digitaliseringen påskyndats. Studien syftar till att undersöka hur den digitala delningsplattformen Airbnb fått ställa om och utveckla nya strategier. Syftet är även att undersöka hur digitaliseringen kan påverka Airbnbs framtida koncept gällande boenden och upplevelser. Empiriskt material har samlats in genom 14 kvalitativa mejlintervjuer med företagets värdar som arrangerar digitala upplevelser från olika platser runt om i världen. Materialet kompletteras med två sekundära källor i form av podcastintervjuer med Airbnbs grundare Brian Chesky. Resultatet visade att Airbnb har utvecklat olika strategier för att anpassa sig efter pandemin såsom interna nedskärningar, långtidsboenden och konceptet kring digitala upplevelser. Majoriteten av värdarna är nöjda med det nya konceptet och tror att digitala upplevelser kommer att finnas kvar även efter pandemin. Gällande digitaliseringens framtida effekt på Airbnbs koncept, kan digitaliseringen ha stora effekter på så sätt att fler människor reser fysiskt på grund av att de nu ser möjligheten med att arbeta på distans och ta arbetet med sig på resor. Samtidigt kommer sociala beteenden såsom distansering finnas kvar efter pandemin och alternativ såsom VR och AR kan bli mer aktuellt hos företaget i samband med fortsatta digitala upplevelser. / The sharing economy (SE) and specifically sharing companies with services in travel and tourism have been greatly affected by Covid-19. In connection with this, digitalization has been accelerated. The study aims to examine how the digital platform Airbnb has changed and developed new strategies during the pandemic. The aim is also to investigate how digitalization can affect Airbnb's future concepts regarding accommodation and experiences. Empirical material has been collected through 14 qualitative email interviews with the company's hosts, all of whom arrange digital experiences from different locations around the world. The material is complemented by two secondary sources in the form of podcast interviews with Airbnb founder Brian Chesky. The results showed that Airbnb has developed various strategies to be able to adapt to the pandemic, such as internal cuts, long-term stays and the concept of digital experiences. The majority of the hosts are pleased with the new concept and believe that digital experiences will remain even after the pandemic. Regarding the future effect of digitalization on Airbnb's concepts, digitalization can have major effects in such a way that more people travel physically because they now see the opportunity to work remotely and take the work with them on trips. At the same time, social behaviors such as distancing will remain after the pandemic and alternatives such as VR and AR may become more relevant in the company in connection with continued digital experiences.

The sharing economy, which has been receiving significant attention from research due to its unprecedented growth in the recent past, is being seen as a potential driving force to transform and rethink society’s unsustainable approach to consumption. Especially, the concept of food sharing as part of the sharing economy is being considered as essential for a more sustainable world and thus aims at counteracting the unsustainable consumption behaviour of individuals. Even though the importance of food sharing concepts for society is undisputed, academia lags extensive research of this domain from a consumer perspective.  The aim of this study is to investigate the behavioural intention of consumers to engage and use digital, for profit food sharing platforms in a business to consumer setting to obtain an in-depth understanding of the key determinants by extending the Theory of Planned Behaviour. Additionally, a cross-cultural comparison has been undertaken to acknowledge the international importance of this field.  For the purpose of data collection, an online survey has been conducted. This yielded 4353 responses of which 2995 have been taken into account for the data analysis procedures in SPSS and SmartPLS. The software SmartPLS has been utilized to perform a partial least square structural equation modelling (PLS-SEM) assessing the measurement as well as structural model including the testing of the proposed hypotheses. Additionally, a multigroup analysis has been performed to investigate behavioural differences between cultures.  The empirical findings show that perceived usefulness and attitude are the strongest predictors of the behavioural intention followed by perceived behavioural control, economic benefit as well as subjective norm. Moreover, the attitude of consumers is strongly driven by sustainable considerations and the perceived trust of consumers towards digital food sharing platforms. Lastly, no statistically significant moderating effect could be identified with regards to culture.