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Informed by the broaden-and-build theory of emotions, this study aims to investigate the relationships between consumers’ motives and personal and social outcomes in access-based services (ABS). Further, drawing on territorial behaviour literature, the second goal of this research is to test the moderating effects of psychological ownership on the relationships between personal outcomes and consumer territorial behaviour.

This research comprises a quantitative online survey complemented by a qualitative interview study. The quantitative study employed an online consumer panel survey of 317 samples. Later, the qualitative study sought additional insights into the economic benefit motives and manifestation of territorial behaviour of bicycle-sharing users to enrich the results of quantitative study. The quantitative data were analysed using structural equation modelling, and the interviews were transcribed and analysed using an inductive and deductive thematic analysis.

The results indicated that specific motives significantly affected certain personal outcomes. Namely, economic benefit, enjoyment and reputation motives drove life satisfaction, while enjoyment, sustainability and social relationships promoted feelings of gratitude. Furthermore, life satisfaction positively affected consumer cooperation, helping other consumers and territorial behaviour. In contrast, feelings of gratitude had a positive relationship with cooperation and helping other consumers, but a negative one with territorial behaviour. Additional examination revealed that consumers’ psychological ownership of the shared bicycle in an ABS model moderated the effect of gratitude on consumer territorial behaviour.

This study offers and tests a model on ABS in the context of bicycle-sharing services. Thus, it presents avenues to test the model on other ABS, e.g. clothing or home sharing.

Managers in ABS can foster positive emotional states of gratitude and life satisfaction that will inevitably promote consumer cooperation and helping behaviour.

This study is among the first to propose and examine a model that tests the relationships between consumers’ motives and personal and social outcomes in ABS.

This case is appropriate for entrepreneurship courses where the topics are generation of business model, business model innovation and shared value. It can be used at undergraduate and graduate levels.

This case addresses the challenges that Mejor en Bici (in English: Best by Bike), a start-up that promotes mobility by bicycle, had to face from 2010 to 2015 at the level of its business model and generation of shared value. The case narrates the main achievements and obstacles in this path of entrepreneurship and how, through this process, a business model should be designed that allows strategic decisions to be taken to achieve sustained growth. In addition, this case examines how from early stages in entrepreneurship it is possible to generate shared value as a strategic component.

• Identify and present the value proposition of Mejor en Bici to understand where a business model starts.

• Design and evaluate the business model of Mejor en Bici from an innovation perspective.

• Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model.

Identify and present the value proposition of Mejor en Bici to understand where a business model starts.

Design and evaluate the business model of Mejor en Bici from an innovation perspective.

Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model.

• Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262.

• Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18.

• Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59.

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262.

Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18.

Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59.

The social implication of this case lies in the motivation and guidance that potential entrepreneurs and students who analyze this case will receive. They can learn from a successful but complex experience how to start a business in a sustainable and responsible way.

CSS 3: Entrepreneurship

The aim of this paper is to examine marketing practices within the bicycle industry.

The paper utilizes both primary and secondary sources to provide a retrospective analysis of marketing strategy at the largest Italian bicycle company.

The paper explains how marketing works at the Bianchi company and provides a detailed analysis of how it built its brand identity over time.

Very few primary sources were available. There was neither a company archive nor other archives. For the most part, the paper is based on secondary sources.

The paper tries to fill the gap in current marketing literature that usually neglects the bicycle as a relevant topic, despite bicycle companies being a predecessor to the automobile industry. Moreover, the paper demonstrates that bicycle companies developed a rather sophisticated approach to marketing that is still in use.

The purpose of this paper is to provide information on the activities of police bicycle patrols.

A participant/observation research design was used. A five‐city, 32‐shift study on the output of police bicycle patrols was conducted. Same and similar ride‐alongs were conducted with bicycle and automobile patrols. All contacts (n=1,105) with the public were recorded and coded. These data included: number of people, tenor, seriousness and origination for each contact.

Analysis of these data provides evidence that bicycle patrols result in over twice as much contact with the public compared with automobile patrols. The field observation perspective revealed clear tactical advantages to bicycle patrols.

With a limited prior study of a police bicycle patrol's activities, this study is a significant initial step.

With evidence of tactical and numerical public contact advantages, more attention and resources aimed at deployment of police bicycle patrols appear to be warranted.

With large US cities and other departments using bicycle patrols, preliminary information on effectiveness appears to be both original and of value.

This paper aims to show the present level of sustainable transportation, mainly walking and bicycling, on a large campus in the US Midwest and then analyzes some of the opportunities and impediments in increasing the modal share.

Three types of analysis are used. First, current level of walking and bicycling around the campus are measured during select mornings and afternoons. Second, a survey questionnaire completed by 668 students is tabulated and reported. Third, the campus and environs are inventoried to note those aspects of infrastructure which either facilitate or block walking or cycling.

This paper records generally low existing levels of sustainable transportation among students around a campus. There is a particularly low level of bicycling activity. Reasons have to do with time and convenience (especially among students who work), but also that many students do not enjoy bicycle access. Finally, student attitudes and an inventory of campus indicate that existing infrastructure discourages sustainable transportation activity around campus.

This may be biased towards specific circumstances in the one institution we studied. However, there are several important implications on the factors spurring or impeding walking and bicycling which may be applied to other campus communities.

Understanding the campus impediments to walking and bicycling may help universities design more attractive and useful facilities.

Great attention to bicycling and walking can improve the social environment on campus, as well as spur greater health among students and staff.

Several methods of measuring existing transportation patterns are applied, canvassing student attitudes towards sustainable transportation and then inventorying and mapping those campus features which could affect walking and bicycling activity.

Bicycling enthusiasts have been organizing community events in US cities to demonstrate how bicycles may be of use in the aftermath of a disaster event. The purpose of this paper is to examine the perceived value of these events and levels of engagement in the same amongst emergency managers, community organizers and bicycling advocates.

Data were collected through 21 in-depth, telephone interviews with emergency management officials and bicycling advocates in bicycle-friendly jurisdictions in the USA and analyzed using initial and focused coding, analytic memos and theoretical sorting.

The study found that event organizers and other bicycle advocates widely embraced the concept as a means to change societal perceptions of bicycles as viable modes of transportation, indicating at least some level of interest in taking an active role in its pursuit. Emergency managers were generally receptive to the idea, but they largely saw the value as restricted to raising public awareness about hazards and individual preparedness measures; and they mostly envisioned for themselves a minimal role in event planning and execution.

The findings suggest that when operating in a resource-poor environment with limited public and political support, there are innovative partnerships and ideas that can be successfully leveraged to advance multiple purposes.

Almost no empirical research has looked at the disaster relief trial concept, given the relative newness and novelty of the idea. An examination of perceived value of disaster-oriented community bicycling events seems warranted as such events continue to grow in existing locations and emerge in new locales each year.

In this case, students assume the roles of FK Day and Dave Neiswander, leaders of the social enterprise World Bicycle Relief (WBR), which donates and sells bicycles in sub-Saharan Africa. As a social enterprise, WBR combines not-for-profit and for-profit activities. Starting as a traditional not-for-profit organization formed to donate bicycles after the Indian Ocean tsunami in 2004, WBR eventually added a for-profit arm to facilitate growth and reduce its dependence on donations and grants. As a result, by 2017 WBR had distributed around 400,000 bicycles, primarily to schoolgirls, entrepreneurs, and health workers. As the organization grows, its leaders are interested in optimizing operations and entering new countries in Africa. What is the optimal distribution of WBR's resources between its for-profit and not-for-profit operations? How should it define the objective of its operations: should WBR maximize its social impact or the total number of bicycles in the field? Which countries should it enter?

To answer those questions, students are required to analyze the social enterprise business model. This analysis starts at the strategic level and ties into the operational level. If desired, this analysis can be followed by an Excel optimization of WBR's operations. The case contains historical data on the organization and poses questions that can be analyzed from the perspectives of a number of academic fields. It can be used in various types of courses including strategy, not-for-profit organizations, operations, and finance. The instructor materials include a prepared Excel model that can be used to make the quantitative analysis accessible to students without quantitative backgrounds, videos from WBR, and a video that shows FK Day and Dave Neiswander answering questions in the inaugural use of the case at Kellogg.

To support the standardized evaluation of bicyclist automatic emergency braking (AEB) systems, test scenarios, test procedures and test system hardware and software tools have been investigated and developed by the Transportation Active Safety Institute (TASI) at Indiana University-Purdue University Indianapolis. This paper aims to focus on the development of test scenarios and bicyclist surrogate for evaluating vehicle–bicyclist AEB systems.

The harmonized general estimates system (GES)/FARS 2010-2011 crash data and TASI 110-car naturalistic driving data (NDD) are used to determine the crash geometries and environmental factors of crash scenarios including lighting conditions, vehicle speeds, bicyclist speeds, etc. A surrogate bicyclist including a bicycle rider and a bicycle surrogate is designed to match the visual and radar characteristics of bicyclists in the USA. A bicycle target is designed with both leg pedaling and wheel rotation to produce proper micro-Doppler features and generate realistic motion for camera-based AEB systems.

Based on the analysis of the harmonized GES/FARS crash data, five crash scenarios are recommended for performance testing of bicyclist AEB systems. Combined with TASI 110-car naturalistic driving data, the crash environmental factors including lighting conditions, obscuring objects, vehicle speed and bicyclist speed are determined. The surrogate bicyclist was designed to represent the visual and radar characteristics of the real bicyclists in the USA. The height of the bicycle rider mannequin is 173 cm, representing the weighted height of 50th percentile US male and female adults. The size and shape of the surrogate bicycle were determined as 26-inch wheel and mountain/road bicycle frame, respectively. Both leg pedaling motion and wheel rotation are suggested to produce proper micro-Doppler features and support the camera-based AEB systems.

The results have demonstrated that the developed scenarios, test procedures and bicyclist surrogate will provide effective objective methods and necessary hardware and software tools for the evaluation and validation of bicyclist AEB systems. This is crucial for the development of advanced driver assistance systems.

The purpose of this paper is to provide executive management at a regional university with empirical data to justify, or otherwise, a substantial outlay of funds to support bicycle commuting as a viable strategy for the reduction of traffic congestion.

A custom designed questionnaire was completed by 270 participants who were enrolled in a first year undergraduate science, technology and society course which focussed on the environment and sustainability issues. The questionnaire targeted the likelihood that participants would use a bicycle to commute to university and the factors which influenced the decision to bicycle commute.

Principal components analysis identified a common underlying construct which addressed the likelihood to ride to university and involved the opportunity to ride on bike paths, the availability of appropriate facilities at the institution, knowledge of other people who rode to university and the number of study contact hours on a given day. Qualitative analysis identified route safety as the primary factor influencing the decision to bicycle commute. No association was identified between the likelihood to bicycle commute and the participants' confidence or experience level in riding a bicycle. While the study provides evidence to support the expenditure required to develop an appropriate built environment which facilitates bicycle commuting, it indicates that such action taken in isolation will have minimal effect on increasing this mode of commuting.

The study was conducted to meet the needs of a particular institution and is not considered generally applicable. However, it provides a framework for others who may wish to conduct similar research.

This study targets a perceived gap in the literature in relation to the attitude of tertiary students towards bicycle commuting and provides empirical evidence to support bicycle commuting as a sustainable transport option.