Survival strategies of the sharing economy from the pandemic to a new normal: A dynamic capabilities approach

Abstract

This paper explores the business strategies of car‐sharing platforms between 2020 and 2021, during the COVID‐19 pandemic. The study conducted a systematic review and adopted a dynamic capabilities approach; it analyzes 231 online articles concerning Uber, Ola, and Grab to demonstrate 6S sub‐constructs: SAFETY, SCAN, SYSTEM, SUPPORT, SPREAD, and SPEED. The findings suggest that developing safe riding experiences, identifying threats through technology, realigning culture/structure through financial/community support, and expanding delivery services are necessary strategies to combat the pandemic. The new normal has managerial and policy implications on how businesses in the sharing economy sector adapt to radical and dynamic environments.

Analyse the Challenges Faced by Gig Workers During the Covid Pandemic in India - Case Study of Ola Drivers

“…To gain support from the customers, Ola, one of the greatest contributors of the car-sharing economy in India, started focusing on identifying ways to provide consumers with safe services. In this context, the study by Chi et al (2022) stated the 6S constructive strategy followed by the car sharing companies that included scan, safety, support, spread, system and speed. In the case of Ola, the company focused on the 'spread' element of the 6S constructive strategy by spreading the business into other nations like Sydney to ensure the desired revenue generation.…”