Differentiation Strategies in Sharing Economy

Session 5: Differentiation Strategies and Competition in the Sharing Economy

• This session focuses on differentiation strategies and competition within the sharing economy.
• The course coordinator is Nabila BOUKEF, Ph.D., an Associate Professor in Information Systems and digital transformation at SKEMA Business School.
• The target audience is digital business two-year MSc students.
• Topics include rethinking strategy in a digital era, digital strategy formulation, strategy approaches and ambidexterity, digital platforms, digital strategy and business process transformation, building digital capabilities, fostering innovation, and digital strategy execution.
• Question addressed during this session: How do companies define their digital strategy in the new rules of the game, focusing specifically on the sharing economy?

Audi Case Study (Part 1)

• The case study is related to Audi coping with the threat of sharing mobility services.
• Students need to refer to the D. Rogers framework to analyze drivers of digital transformation.
• Students need to identify and explain one competitive advantage strategy for Audi, choosing between: Enhance customer intimacy, Operational excellence, and New Business model.
• Students are asked to explain Audi's strategy approach and how the company ensured digital growth through Integration, Separation, or Ecosystem.
• Students need to analyze how Audi managed the risk of sharing mobility platforms, choosing one approach from: Strengthen business as usual, Invest learn-act, Step-out and partner, Hybrid, or Expand-and-compete.

Audi Case Study (Part 2)

• This part focuses on analyzing Audi's differentiation strategy.
• Students are asked to explain how this strategy allows Audi to gain competitive advantage against its competitors.

Differentiation Strategies

• Differentiation strategies are crucial for competing in the sharing economy.
• Three key strategies are highlighted: Technology, User experience, and Partnership.
• Technology is emphasized as enabling efficient mediation and fostering trust within platforms.
• User experience encompasses social interaction and enjoyable use of the resources.
• Partnership is key for gaining access to resources, infrastructure, and special services for premium users.

Udemy Case Study (Session 4)

• The case study focuses on Udemy's peer-to-peer sharing business model.
• Udemy's differentiation is based on quality of courses and the social experience provided to learners through interactions.
• Three key strategies that complement each other are presented: Technology, User experience, and Partnership.

Zimride Case Study (Consultancy Project)

• This graded teamwork consultancy project involves analyzing the Zimride platform.
• The project requires a presentation with analyses of competitive advantage, main challenges, a suitable strategy approach, differentiation strategy, and competitive recommendations for a new platform called Ride&Meet.
• The analysis should consider aspects such as the strategy palette of BCG and the strategies implemented by competitors like Uber.

This quiz explores differentiation strategies and competition within the sharing economy, focusing on how companies develop their digital strategy in this evolving landscape. Dive into key concepts such as digital capabilities, innovation, and platform strategies. Ideal for MSc students in digital business.