10. Conclusion and further research
10.1 Further research
The findings in this thesis can be used as the seed for a wide range of further research. The most obvious step would be to test the new foundation presented in Table 7 by using this as the basis to form and validate a new set of company specific business models. According to the findings of this thesis it must be expected that a business model that is founded on this table instead of the generic business models will be both more accurate and easier for the individual companies to relate to. It is also advisable to include a calculated financial model should the business models foundation be tested again. Additionally, the primary data
collection conducted in this thesis suggested that the unit clusters need to be researched more extensively should the individual companies choose to adapt such a business model. This is based on the universal finding from all respondents in which they expressed doubt or at least questioned whether it was possible to form clusters with consumers willing to engage in collaborative consumption. Another interesting area that deserves further research is the demand side of Collaboration Town. As described, the authors of this thesis created
Collaboration Town and decided which products and services were in fact used on a day-to-day basis and deemed shareable. In order to get a more realistic picture of this scenario an in-depth market analysis would be necessary. This would include a clarification of the
consumers’ needs and their willingness to pay or enter into a collaborative consumption scenario. To this end, it may be necessary to develop a full plan with financial calculations and legal solutions so it would be possible for the consumer to assess and evaluate whether it could be a viable solution for them.
Regardless of the findings of this thesis it still remains to be seen whether sharing economy will continue its rapid growth over the coming years. The future performance of this sector will naturally have a profound impact as to whether the scenarios as described in
Collaboration Town are likely, and thus whether it will at all be interesting for companies to develop secondary business model suited for sharing economy. Nevertheless, history has shown that companies must always be observant of and prepared for new trends and changes in consumer behaviour and demand in order to survive in the fierce competitive world.
Therefore regardless of whether sharing economy continues its growth, existing companies cannot wait passively ignoring the potential threat or opportunity the sharing economy phenomenon can offer to their companies.
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Appendices