Authors : Vladimir F. Ukolov, Alexander V. Solomatin, Yaroslav V. Solomatin, Sergey U. Chernikov and Alexander V. Ukolov
Abstract: This study provides an overview of the sharing economy, specifically focusing on the food-sharing sector. It predominantly uses secondary research, such as academic and practical literature, case studies and news publications to undertake this research. This project firstly examines the different reasons for growth in the sharing economy and the types of sharing models that have emerged. To evaluate these models, a thorough analysis of business models of relevant and distinct firms-AirBnB, Taskrabbit, Eatwith and Uber is presented. Secondly, this study evaluates the opportunities and threats faced by firms in the sharing economy, specifically focusing on why some firms fail, main issues they have to overcome and key trends that may aid their development. Moreover, this study focuses on the food industry and how different sharing models are set up in that sector and the market forces they are faced with. Lastly, the financial performance of food-sharing platforms is analyzed, using risk and reward trade-off assumptions and cost factors. Results of this study showed that there are four key models of food sharing that are competing in the sharing economy. Early successes of Eatwith and Shareyourmeal indicate potential growth in the P2P home-cooked food model and the delivery/takeaway model of food-sharing. Our forecasts, looking at the motives for sharing and the UK market size indicates significant potential for growth in the delivery/takeaway segment and based on this finding, the report examines the delivery/takeaway model in more detail. Research uncovers some opportunities for growth, especially in combating the unhealthy perception of current delivery/takeaway offerings and also in encouraging people to dispose of their waste. Moreover, research shows that firms face some key issues in this segment of the sharing economy which include health and safety issues, trust issues and logistics issues. Based on findings, it is recommend that company focus on the two most important models of food sharing the P2 P model and the delivery/takeaway model and attempt to identify the potential for emerging firms in these segments in the UK and Russia. It is recommended that the P2P model is an unknown entity, yet increasing popular with early success stories making it an attractive prospect. It is also recommend that company observe developments in this model in the next 3 years. Moreover, findings present the delivery/takeaway model as one with great potential based on market conditions and success stories and suggestions are made encouraging entry into this segment. For this project we analyzed relevant academic and non-academic literature concerned with the topic. Secondary data (both qualitative and quantitative) is mostly used in this report, as collection and processing of any meaningful primarily data is complicated. The Russian market was additionally analyzed through a questionnaire among presumed target audience of the services in question.
Vladimir F. Ukolov, Alexander V. Solomatin, Yaroslav V. Solomatin, Sergey U. Chernikov and Alexander V. Ukolov, 2016. Food-Sharing Economy Pattern Comparison in UK and Russian Markets. International Business Management, 10: 4268-4282.