Reimagining Internationalization Strategies in the Sharing Economy: A Case Study on GreenMobility

Abstract

As the sharing economy continues to evolve, businesses operating within this sector face unique challenges in their internationalization efforts. This study delves into the complexities of internationalization in the sharing economy by examining the carsharing industry and GreenMobility, a company that encountered difficulties while expanding into neighboring markets despite adhering to traditional internationalization principles.

To explore this subject, the study investigates the relevance and key components of internationalization strategies in the sharing economy, examining how traditional strategies apply to the carsharing industry. It also examines the challenges faced by GreenMobility and the lessons learned from their previous markets.

Using a pragmatic and abductive research approach, this study employs four semi-structured interviews with GreenMobility representatives, industry experts such as Jan-Erik Vahlne, and three surveys conducted in Denmark, Sweden, and Germany. Findings suggest that established internationalization models fall short in the sharing economy's unique context and call for an updated, more flexible framework. Although established internationalization models provide valuable knowledge, they do not fully address the unique context of the sharing economy. The study concludes that acquiring local knowledge through acquisition is more effective than organic market entry when expanding rapidly into new markets.

This research emphasizes the importance of customizing traditional internationalization strategies to the sharing economy's unique complexities. By understanding these nuances and applying past lessons, GreenMobility and similar firms can optimize their expansion efforts, fostering success in the global market.