Abstract
In recent years, the "Sharing Economy" trend has risen. The underlying spirit of the notion is to share or rent to others the idle assets of our own that is unutilized for a more efficient economy state. As such, a plethora of shared services surfaced and the matchmaking of "Supply" and "Demand" has become the topic that many internet based entrepreneurs seek to address. Uber, the subject of this paper, is an accurate representation of a successful and classical case of the sharing economy. This study aims to cross reference methods of "Business model" and "Value creation" for analysis and discussion of further research possibilities that is associate with the emerging "Sharing economy" business model. Due to the "Sharing economy" business model deviating from the traditional methods (from Business-to-Customer towards Consumer-to- Consumer), a new "Platform ecosystem" theory has surfaced. Therefore, this study will also attempt to explore this theory on the case subject for analysis and review. First, this study will underline the applicable theories as literature review, followed by analysis and definition of the relevant theories that has evolved over time. In addition, this paper will illustrate the composition of this study including methodologies, subjects of study and scope with consideration to data collection methods and limitations. Followed by the examination of the case subject on the development and design of the company as it evolves its business model. After which, the study will seek to determine the appropriate theory for deconstruction of the case subject in attempt to explore the company business model and analyze how the subject creates value by matchmaking within the "platform ecosystem" theory. Moreover, based on the review of company business model, value creation and ecosystem platform theory, the study will identify a comparable firm, Airbnb, that exhibits similar business model but varying in management methods for a deeper understanding on how value is created within platform business models. Finally, the case will summarize the case subject's business model and value creation methods as well as provision of plausible directions for future developments on business model for the case subject. This paper seeks to discover the trend of "Sharing economy" and let the new found businesses can create value.