Teknoloji Tabanlı Talebe-Dayalı Taşımacılık İş Modellerine Geçiş: Karşılaştırmalı Bir Araştırma

Dünya, günümüzde, farklı düzeylerde yapısal değişikliklere tanıklık etmekte ve bazı dış faktörler (COVID-19 gibi) bu değişiklikleri özellikle hızlandırmaktadır. Yeni dünya düzeninde, insanlar günlük yaşamlarında karşılaştıkları bazı zorluklara karşı etkili çözümler ararlarken, örgütler de bu ihtiyaçları karşılamak için yenilikçi teknolojiler kullanarak daha rekabetçi olma arayışına girmektedirler. Sonuç olarak, dijitalleşmenin hayatımıza girmesiyle birlikte, ulaşımda, geleneksel iş modellerinden teknoloji tabanlı talebe-dayalı iş modellerine bir dönüşüm olmaktadır. Özellikle, İstanbul gibi büyükşehirlerin karmaşık yapısı ve yüksek yoğunluğu göz önünde bulundurulduğunda, talebe bağlı taşımacılık platformlarını kullanmak yolcular için faydalı olabilmektedir. Ancak, bu platformlara gösterilen ilginin artmasına rağmen, literatürde bu iş modellerini ve bunların etkilerini farklı açılardan inceleyen sınırlı sayıda çalışma bulunmaktadır. Buna bağlı olarak, bu araştırma, teknoloji tabanlı talebe-dayalı iki örnek taşımacılık iş modeli olan Uber ve BiTaksi'nin pratiklerini araştırmayı ve öne çıkan çeşitli niteliklere göre stratejiler önermeyi amaçlamaktadır. Sonuç olarak, belirlenen niteliklere ilişkin tartışmalar ve önerilen stratejiler, taşımacılıktaki dijital iş modelleri hakkında yeni oluşmaya başlayan bilgileri ilerletme, özellikle uluslararası ve ulusal bir platformun karşılaştırılmasında, ve iş çevresinde yer alan gerek uygulayıcılara gerekse de politika belirleyicilere stratejik rehberlik etme konusunda önemli potansiyel taşımaktadır.

Shifting towards Technology-based On-demand Transportation Business Models: A Comparative Research

Today, the world has been witnessing to structural changes at different levels and some external factors (e.g. COVID-19) have particularly accelerated these changes. In the new world order, people seek effective solutions to some challenges they confront in their daily lives while organisations are in quest for becoming more competitive by using innovative technologies to address these needs. As a result, with the introduction of digitalisation, there has been a transformation from traditional business models towards technology-based on-demand business models to be used in transportation. Especially, considering the complex structure and high density of metropolitan cities, such as Istanbul, using on-demand transportation platforms can be worthwhile for passengers. However, despite the increasing attention paid to these platforms, there is a limited number of studies exploring these business models and their impacts from different aspects. Therefore, this research aims to investigate the practices of two exemplary technology-based on-demand transportation business models, Uber and BiTaksi, and to propose strategies based on several prominent attributes. Consequently, the discussions and proposed strategies regarding the established attributes hold a significant potential to advance the nascent knowledge about digital transportation business models, especially in the comparison of an international and a national platform, and to offer strategic guidance to practitioners and policy-makers in business environment.

Keywords:

BiTaksi, digital business models, on-demand transportation business models, technology-based service platforms Uber,

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