Mobility as a service-hype or the future of transportation?

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Granqvist, Nina
dc.contributor.author Romanyuk, Julia
dc.date.accessioned 2018-05-08T07:29:52Z
dc.date.available 2018-05-08T07:29:52Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/30675
dc.description.abstract While digitalization reshapes the traditional transportation industry boundaries, it is important to understand how technologies and different industry players begin to interact and where and how the new opportunities emerge. In this study, I examine Mobility as a Service (MaaS) – a current phenomenon and an emerging business model in the Finnish transportation industry that has gained significant interest on the global transportation markets. The overarching empirical purpose of this work is to understand the ongoing development process in Finland - especially in the Helsinki metropolitan area where the concept of MaaS is most developed. To address the research problem, the following research question is asked: How is the new business model, Mobility as a Service, developed in Finland? In order to answer the identified research question, I used the case study methodology and collected empirical data through nine semi-structured interviews and recently-published media articles about MaaS. Thematic coding was used as the central data analysis method as it helped me identify the common patterns in my data and group them under the bigger themes. For the purpose of primary research, literature on business models, networked business models and business model development were examined and integrated to the empirical findings of this study. My research concludes that MaaS is not a traditional emerging business model but rather a networked business model that is co-created in a network of actors. It emerges at the intersection of several concepts and ideas, multiple business models and technologies. Its core characteristics are: customization and personalization, an all in one mobility market platform, resource sharing and replacement of the private car. The development process of a networked business model is continuous and iterative by nature. The process begins with tens of independent firm specific business models evolving to the networked business model. Moreover, this research proposes that before becoming a fully functioning networked business model, the emerging model takes form of an opportunistic business model, during which introduction and testing of the emerging service happens. In addition to continuous iteration, involvement of new business network participants facilitates learning and identification of shared opportunities. Thus, this research proposes that the number of business model iterations and continuous involvements of new network participants are the core drivers of development. en
dc.format.extent 123
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Mobility as a service-hype or the future of transportation? en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.subject.keyword business models en
dc.subject.keyword networked business models en
dc.subject.keyword emerging business models en
dc.subject.keyword business model development process en
dc.subject.keyword mobility as a Service en
dc.subject.keyword MaaS en
dc.identifier.urn URN:NBN:fi:aalto-201805082126
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Strategy en
dc.subject.helecon johtaminen fi
dc.subject.helecon strategia fi
dc.subject.helecon liiketalous fi
dc.subject.helecon mallit fi
dc.subject.helecon digitalisaatio fi
dc.subject.helecon liikenne fi
dc.subject.helecon palvelut fi
dc.subject.helecon kehitys fi
dc.subject.helecon prosessit fi
dc.ethesisid 17095
dc.location P1 I fi


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