Deleøkonomiens kompleksitet: The complexity of the sharing economy

Petersen Andreas Bille, Bangurambona Jean Aime & Rahmani Ahsanullah

Studenteropgave: Semesterprojekt


The purpose of this bachelor is a case study of GoMore that is designed to identify and understand the complexity of the sharing economy. Sharing Economy is gaining ground worldwide and on the Danish market, it is fast growing phenomenon supports by the technology. It is a complex phenomenon, which is hard to concretize to something specific. In order to understand the complexity of the phenomena, we have chosen to deconstruct the project in different pieces/sizes and then reconstructed them again, in hope to understand it in a simple way. In order to understand the complexity of the phenomena is the project based on deconstructing the phenomena in different pieces/sizes and then reconstructing them again in order to understand it, in an easier way. In this process have we used our preconceptions of the phenomenon actively in order to verify or falsify them. GoMore is a Danish company that operates in the market for sharing economy, they offer platform that enables sharing economics services like carpooling and car sharing. The business is in great development, which makes them an interesting player in the market. There is made a strategic analysis of the company in order to understand how a company operates in this complex market. The analysis consists of portfolio analysis, Ansoff’s Growth Matrix, Business Life Cycle, Stakeholder analysis and Customer Based brand Equity. The case study shows that there are many factors that affect the development of sharing economy. First of all we are in an era where consumers have started thinking sustainability and environmental friendliness that is why it is important for companies in this era to encounter these needs and think innovative, with new business concepts, where consumers are a part of the business. The other board worthy factor is the financial crisis. The financial crisis has also had a positive impact on development of the sharing economy, precisely because consumers has started to save money, and sharing of costs is a great concept. The phenomenon is still difficult to conclude on where it is coming along. Based on our case study the company and the phenomenon are in the growth phase. The future prospects are looking bright unless political decision in this field puts barriers on the development or if there is a change in consumer behavior.

UddannelserErhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato26 jan. 2015
VejledereBahner Flemming


  • Deleøkonomi
  • Casestudie