Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
권호 표지

Open Innovation in Car-Sharing Industry: Focusing on the Cooperation Case between Gongcar and Rental Car Company

카셰어링 산업의 개방형 혁신: (주)공카와 렌터카 업체간 개방형 혁신 사례를 중심으로

  • 황기연 (고려대학교 일반대학원 첨단기술비즈니스학과) ;
  • 박재홍 (고려대학교 일반대학원 첨단기술비즈니스학과) ;
  • 손영우 (고려대학교 일반대학원 첨단기술비즈니스학과) ;
  • 남우성 (고려대학교 일반대학원 첨단기술비즈니스학과) ;
  • 조연화 (고려대학교 일반대학원 첨단기술비즈니스학과)
  • Received : 2024.01.15
  • Accepted : 2024.02.26
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

Car-sharing is a representative model of the sharing economy, and it is a service that rents or uses a car for the necessary time without owning a car. This industry is growing due to various factors such as technological advances, increasing awareness of environmental protection, and increasing demand for solving traffic congestion problems in cities. Accordingly, there is a need for a strategic approach for companies providing car-sharing services to respond quickly to market changes in order to expand market share and differentiate services. Accordingly, this study conducted a case study on open innovation activities between Gongcar and existing rental car companies, focusing on the research question "What effects do open innovation activities between car-sharing companies and existing rental car companies cause?" As a result of the study, it was confirmed that Gongcar have (1) the ability to actively respond to market fluctuations by establishing a flexible vehicle supply chain based on demand, (2) have significantly reduced growth capital expenditure (Growth Capex), and both cafe and rental car companies have (3) performed successful open innovation by improving key KPI indicators and recording financial performance. This study reveals how open innovation acts as a key business growth engine in the car-sharing industry, and its significance is found in that it empirically confirmed the successful implementation conditions of open innovation based on resource dependence theory.

카셰어링이란 공유경제의 대표적인 모델로 자동차를 소유하지 않고 필요한 시간만큼 대여 또는 이용하는 서비스이다. 이 산업은 기술의 발전, 환경 보호에 대한 인식 증가, 도시 내 교통 혼잡 문제 해결을 위한 수요 증가 등 다양한 요인에 의해 성장하고 있다. 이에 따라, 카셰어링 서비스를 제공하는 기업들은 시장 점유율 확대 및 서비스 차별화를 위해 시장 변화에 신속하게 대응할 수 있는 전략적 접근의 필요성이 대두되고 있다. 이에 따라 본 연구는 '카셰어링 기업과 기존 렌터카 업체간 개방형 혁신 활동은 어떤 효과를 야기하는가?'라는 연구문제에 천착하여 카셰어링 기업과 기존 렌터카 업체 간의 개방형 혁신을 통한 협력을 수행하는 (주)공카와 기존 렌터카 업체 간의 개방형 혁신 활동에 대한 사례 연구를 수행하였다. 연구 결과, (주)공카는 (1)수요 기반의 유연한 차량 공급체인을 구축함으로써 시장 변동에 능동적으로 대응하는 능력을 갖추고, (2)성장 자본적 지출(Growth Capex)을 현저히 절감하는 효과를 야기했으며, 공카와 렌터카 업체 양사 모두 (3)핵심 KPI 지표 향상과 재무적 성과를 기록하며 성공적인 개방형 혁신을 수행해 왔음을 확인하였다. 본 연구는 카셰어링 산업에서 본 연구는 카셰어링 산업에서 개방형 혁신이 어떻게 핵심적인 비즈니스 성장 동력으로 작용하는지를 밝히며, 자원의존 이론을 바탕으로 개방형 혁신의 성공적인 실행 조건을 실증적으로 확인하였다는 점에서 그 의의를 찾을 수 있다.

Keywords

Acknowledgement

이 논문은 2024년도 과학기술정보통신부의 재원으로 과학기술사업화진흥원의 지원을 받아 수행된 연구임(1711198121, 지역과학기술성과실용화지원사업(경희대학교, 고려대학교))

References

  1. Ballus-Armet, I., Susan S. A., Clonts K., & Weinzimmer D. (2014). Peer-to-Peer Carsharing Exploring Public Perception and Market Characteristics in the San Francisco Bay Area, California. Transportation Research Record, 2416, 27-36. https://doi.org/10.3141/2416-04
  2. Barratt, M., Choi, T. Y., & Li, M.(2011). Qualitative case studies in operations management: Trends, research outcomes, and future research implications. Journal of operations management, 29(4), 329-342. https://doi.org/10.1016/j.jom.2010.06.002
  3. Botsman, R., & Rogers, R.(2010). What's mine is yours. The rise of collaborative consumption. HarperCollins Publishers, 67.
  4. Briggs Martyn(2020). Car sharing in London: Vision 2020. New York City: Frost & Sullivan.
  5. Chesbrough, H.(2003). Open Innovation, Cambridge: Harvard University Press.
  6. Cusumano, M. A.(2015). How Traditional Firms Must Compete in the Sharing Economy, Communications of The ACM, 58(1), 32-34. https://doi.org/10.1145/2688487
  7. Felson, M., & Spaeth, J.(1978). Community Structure and Collaborative Consumption: A Routine Activity Approach. SageJournals, 21(4), 614-624.
  8. Frost & Sullivan(2015). Carsharing, Retrieved 23.12.28 from https://docplayer.net/13240660-Status-of-the-industry-2015-global-information-security-workforce-study.html.
  9. Hampshire, R., & Gaites, C.(2011). Peer-To-Peer Carsharing: Market Analysis and Potential Growth. Transportation Research Record. Journal of the Transportation Research Board, 2217, 119-126. https://doi.org/10.3141/2217-15
  10. Hartl, B., Sabitzer T., Hofmann E., & Penz E.(2018). Sustainability Is a Nice Bonus Role of Sustainability in Carsharing from a Consumer Perspective. Journal of Cleaner Production, 202(20), 88-100. https://doi.org/10.1016/j.jclepro.2018.08.138
  11. Hwang, K. Y. & Jeon, H, J.(2014). Sharing economy experiment in transportation sector: centered on car sharing. Transportation research, 21 (1), 35-49. https://doi.org/10.34143/jtr.2014.21.1.35
  12. Jeong, S. W.(2014). Survey on the Consciousness of P2P Carsharing and Basic Design for Operating Systems, Master's thesis, Hanyang University.
  13. Jeon J. G. & Lee, T. M., & Jeong, S. Y. & Park, C.(2017). A study on the determinants of intention to use car sharing: the moderating effect of consumer innovation. Marketing Management Research, 22(2), 49-66.
  14. Kim, H. K., & Oh, J. H.(2013). Application of Sharing Economy as a Soft Strategy for Urban Regeneration. Busan Development Institute, 498, 1-271.
  15. Kim, J. H., Jung, S. H., Kim, J. K., Choi, H. J., & Kim, Y. R.(2019). Carsharing and Rental Car Industry: A Comparative Analysis, 2019(5), 128-143.
  16. Kim, J. S., & Jee W. S., & Kang. S. J.(2014). The Future and Success Conditions of the Sharing Economy, Issue and diagnosis, 2014(134), 1-25.
  17. Kim, J. Y., & Han, I. K.(2020). Success Factors of Car-sharing Business in Korea. A Case Study Analysis, 21(3), 1-25.
  18. Kim, S. H., & Lee, D. M.(2018). Location Selection for Car-sharing Stations Based on Demand-responsive Cloud Transportation System. Journal of the Korean Society of Convergence, 9(3), 181-186.
  19. Kim, S. H., Lee, G. J., & Choi, K. J.(2014). Analysis of Preference Factors for Car-sharing. Journal of the Korean Society of Civil Engineers, 34(4), 1241-1249. https://doi.org/10.12652/Ksce.2014.34.4.1241
  20. Kim, Y. H.(2021). A study on the intention of consumers to accept technology on the P2P vehicle sharing service platform: focusing on the TAM model. Journal of the Korean Content Society, 21(9), 347-359.
  21. Ki, S. D., & Lee, G. S.(2017). Problems and Institutional Improvements for the Expansion of Vehicle Sharing. KIRI Report, 421, 11-21.
  22. Lee, D. H.(2017). Sharing Economy and the Challenges of Labour Law. Labor Law Review, (42), 401-441.
  23. Lee, S. H.(2016). Research Trends in Car-sharing (Car-sharing): Focusing on Domestic Theses and Major Academic Journals. Journal of Geography, 61(62). 3-17.
  24. Lee, Y. K., & Ahn, J. H.(2019). Problem Analysis and Solutions for Carsharing Services. Journal of the Korea Institute of Information and Communication Technology, 12(6), 643-656.
  25. Lee, H. H., & Hwangbo, Y. & Kong, C. H.(2017). A Study on factors that determine the initial success of startup. venture start research, 12 (1), 1-13.
  26. Lessig, L.(2008). Making Art and Commerce Thrive in the Hybrid Economy, New York: The Penguin Press, 117-176.
  27. Leadbeater, C.(2009). We-Think: Mass innovation, not mass production Paperback. England-Wales: Profile books.
  28. News vision e.(2017). NEWS VISION, Carsharing, Retrieved (2024.01.11.) from http://www.nvp.co.kr/news/articleView.html?idxno=122144.
  29. Noh J. S.(2022). A study on the possibility of developing car-sharing centered shared mobility. Digital Arts Engineering Multimedia Papers, 9(1), 71-84. https://doi.org/10.29056/jdaem.2022.03.07
  30. Pfeffer, J. & Salancik, G. R.(1978). The external control of organizations: A resource dependence perspective. New York: Harper&Row.
  31. Park G. C., & Lee, S. D.(2016). Digital Sharing Economy for Urban and Social Innovation, Seoul Digital Foundation, 2016(12), 1-94.
  32. Schmidt. A., & Deryckere. K.(2020). Peer-To-Peer Car-Sharing Is Here To Stay. Automotive World, Retrieved from https://www.automotiveworld.com/articles/peer-to-peer-car-sharing-is-here-to- stay.
  33. Sheth, J. & Newman, B. & Gross, B.(1991). Consumption Values and Market Choices, Cincinnati: South-Western. 
  34. Shin, M. S., & Bae, S. H.(2012). Carsharing Services: A Comparative Study of Existing Models. The Korean Society of Transportation, 30(2), 29-42.
  35. Statista(2017). Carsharing revenues worldwide in billion USD Germany: Statista Research Department.
  36. TCRP(2005). Car-Sharing: Where and How It Succeeds TCRP Report 108, United States of America: TCRP.
  37. Voss, C., Tsikriktsis, N., & Frohlich, M.(2002). Operations management case research. International Journal of Operations & Production Management, 22(2), 195-219. https://doi.org/10.1108/01443570210414329
  38. Weitzman, M. L.(1984). The Share Economy: Conquering Stagflation, Harvard Univ, 2-3.
  39. Yu, G.(2019). The Impact of Sharing Economy Characteristics on Continuous Usage Intention: Focusing on Didi Chuxing, a Chinese Car-sharing Service. Master's Thesis, Chungnam National University.
  40. Yun, B. W., & Lee, S. J.(2010). Open Innovation Model for Small and Medium Enterprises. Journal of Technology Innovation, 13(1), 160-183.