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Purpose – This chapter analyses the various themes connected with cycling's current situation and future prospects which have emerged through the previous 10 chapters, and elaborates the need for a ‘bicycle system’ which is capable of achieving a ‘revolution’ in cycling.

Approach – The chapter draws on previous chapters, as well as the results of recently completed research into the state of cycling across urban England.

Findings – Cycling remains marginalised, but its current rise in status across some of the world's cities offers grounds for optimism about its future contribution to sustainability objectives. The bicycle's rise in status is currently both elitist and, potentially, a passing fashion; the challenge is to make it both more democratic and durable.

Practical implications – In the mould of ‘common endeavours’ outlined in the World Commission Report on Environment and Development ‘Our Common Future’, the authors propose building a ‘bicycle system’ to ensure the bicycle can play a full role in the transition to (especially urban) sustainability and outline possible principles for, pathways towards, and components and characteristics of, a bicycle system.

Social implications – The chapter aims to influence broader debates, and importantly it needs to influence political discourse, about the changes required to assist in the transition to greater urban transport sustainability, and specifically to discourage car use whilst encouraging use of the bicycle for short urban journeys.

Value of paper – The authors provide an analysis of the current constraints on cycling, and a case for simultaneously assembling a ‘bicycle system’ as the means of transitioning urban transport towards sustainability, whilst at the same time disassembling the current system that allows cars to predominate.

Purpose – To review the place of bicycle transportation within the Chinese national objective of sustainable development.

Methodology – The chapter provides an analysis of the evolution of bicycle transportation policies in China, and a discussion of the latest developments in the function and operation of public bicycle hire schemes.

Findings – Due to high population density, the prevailing mix of land use and a lack of affordability of cars and motor scooters, bicycle transportation has historically been very common in the urban areas of China. However, since the 1990s, many Chinese cities implemented restrictive policies on the development of bicycle transportation and the modal share of bicycles has reduced sharply.

Practical implications – The chapter suggests that China would need to create favourable conditions for bicycle transportation in urban areas through means such as policy support, land use planning, use of economic levers and through creating an acceptable social and cultural atmosphere for cycling. Finally, the maintenance of a relatively high proportion of bicycle traffic would need to be regarded as an index for sustainable urban development.

Purpose – This chapter provides an introduction to the bicycle as a means of transport and sustainability as a development concept. It discusses the three pillars of sustainability and introduces the subsequent chapters in the book.

Approach – The chapter takes a historical view of the development of the bicycle and sustainability and provides a contemporary view of the relation between the bicycle and society, the environment and the economy.

Findings – The chapter provides an overview of the discussions to be presented in the subsequent chapters and, through a resumé of each chapter, the reader is presented with a comprehensive context in which to read each individual chapter.

Implications – While the implications are preliminary on the basis that the arguments have not been fully expounded, it is suggested that cycling needs a well-defined system in which to operate, and that system needs to be closely allied to the needs of the user at the human scale.

Purpose – The objective of this chapter is to draw the attention of policy makers in the fields of urban planning and transport in China to the importance of developing more balanced multi-modal transport systems and the corresponding land-use patterns to support transport systems, particularly walking and cycling in order to address the issues arising from the dense, highly mixed land-use pattern in many Chinese cities. This will help to reverse current planning practices which give car-oriented development top priority and less consideration of walking and cycling.

Methodology – Statistical methods have been applied to analyse modal split in some cities in Japan, Beijing and Shanghai using travel surveys, plus analysis of the experience of policies in various cities around the world, especially in terms of the relationship between the modal shares for public transport and car. Door-to-door travel times have been analysed for Shanghai to understand the potential of cycle or e-bicycle in a dense urban environment.

Findings – The change in travel modal split in Beijing in recent years suggests that simply encouraging public transport cannot control use of car. The data from Japan also shows that normal bus services cannot compete with the car, but it is clear that people will travel less by car if there is a high non-motorized share in the city. Because of the low density of the metro network, the door-to-door travel speed by metro is not as fast as is often imagined, due to the long off-metro time. The people who use metro are often not the people who live very close to metro stations, but some distance away, so improving the connection to the station by cycle or e-bicycle could greatly reduce the total travel time by metro.

Research limitations and implications – More analyses should be conducted in medium-size and small-size cities in China, where the local capacity is low and there is great potential to travel by walking and cycling, but only after clear guidance and policy instruments have been provided by higher authorities.

Practical and social implications – There is still a relatively high share of non-motorized travel in China. Many cities still have extensive cycle infrastructure established under the State Code of Urban Road Transport Planning issued in 1995. Encouraging non-motorized transport systems is not only possible, but also good for the environment, and contributes to travel efficiency and social inclusion.

Originality – This chapter is the summary of several original research studies using primary survey data, encouraging public transport in China. This is the first research to show the great potential of non-motorized mode for controlling car use and improving urban mobility in China. It is also the first chapter to point out the integration of multi-modal transport systems with the corresponding built environment in China.

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

This chapter focuses on strategies to initiate a shift in mobility behaviour away from private cars towards a combination of more environmentally friendly transport modes including public transport, ride- and car sharing or even completely carbon-free modes like walking and cycling. The requirement for such a shift is that people must be able to actually choose between different travelling options and combine them within an intermodal mobility network. Here, shared mobility has a considerable potential to fill the gap between public and individual transport options.

This chapter summarises results from different studies on shared mobility from the providers’, the users’ and the political perspective. The user’s perspective is based on an empirical study comparing car sharers’, car drivers’ and public transport users’ attitudes and mobility patterns.

The empirical findings from the case study have shown that shuttle trips by car in general, and to the train station in particular, are an important field of action for improving the environmental impact of intermodal trips. The study has also shown that car sharing enables people to live without a private car by using different transport modes for different purposes. As the majority of car sharers report needing a car only one to three times a month, they have a very small carbon footprint compared to the average car owner.

Mobility patterns are determined by local transport options as well as by personal routines. Hence, current changes due to new shared mobility options seem to have a considerable direct impact on how people organise their daily lives on the one hand and an indirect impact on their living costs on the other hand, since private cars have an important share of private household costs.

From an environmental perspective, any incentives to encourage people to choose alternative forms of transport over their private cars would seem to be particularly effective. Thus, understanding the behaviour and needs of multi- and intermodal travellers is an important step towards sustainable mobility. Acknowledging that most travellers still need a car every now and then, car sharing is an essential addition to public transport systems, supporting both public transport use and carbon-free mobility like walking and cycling.

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 aims to examine how Taiwan's bicycle industry has persevered against increasingly severe competitive challenges from Chinese companies. The Taiwan firms have created innovative, high value‐added products and transformed the organization of production through a new version of cooperative competition. The case seeks to show how established producers may counter‐attack when faced with the strong challenges of low‐cost competitors.

The authors, all experts on Taiwanese manufacturing and business processes, examine the characteristics of an integrated, co‐innovative, cooperative supplier network, named the A‐Team.

The paper finds that, broadly speaking, integrated, co‐innovative supplier networks have two basic features that differentiate them from traditional modular, symbiotic supplier networks. First, whereas traditional supplier systems have emphasized cost control, integrated, co‐innovative supplier networks appear to be more focused on value creation through co‐innovation. Secondly, by adopting a more integrated network structure, such supplier networks appear to have a greater ability to resist imitation.

Based on Taiwan's bicycle industry, there seem to be five basic conditions for establishing a successful integrated, co‐innovative supplier network. There must be: a strong awareness of industry risks and/or prospects; trust among network members; long‐term interactive cooperative relationships; a desire to learn, and extensive communication, including substantial face‐to‐face communication.

For producers faced with the challenge of coping with the threat of low‐cost competition, co‐innovation within an integrated supplier network may be quite helpful. By working to coordinate the innovation efforts of assemblers and suppliers, Taiwan's A‐Team has laid a good foundation. While some initiatives are still in the early stages, as a result of the A‐Team's work to date, A‐team membership has increased and the group has received considerable recognition both at home and abroad.

The case was devised using both primary and secondary data sources. Primary sources of data consisted of in-depth interviews with individuals using the cycle hire project. The researcher also had first-hand experiences of using the cycles. The case study has been tested with undergraduate and graduate students taking management information systems courses.

This teaching case study charts the London cycle hire project, mostly from its first inception in July 2010, right through to the planned expansion of electric cycles from Summer 2022. The main aim of the case is to introduce students to project management challenges which are part of the London cycle hire project. While the project was filled with enthusiasm from its early beginnings, various challenges were encountered including issues associated with the project procurement/sourcing process, software and technical problems, as well as other project management issues. Problems became so severe in 2011 that the service provider was hit with a penalty and had to make critical project improvements. Would these accountability measures prompt the service provider to resolve these issues? How would the service provider go about undertaking a fact-finding exercise to verify the existence of the challenges and address them to ensure renewed project success?

The case was written for classes at both the undergraduate and graduate levels. The focus of the case is particularly well suited for exploring topics and issues relating to types of information systems, project management and accountability, multiple global supplier procurement, as well as challenges associated with hardware integration and software design. While the case was targeted at MIS students, the case study would also be effective for an introductory level project management course or a general management course. The subject of the case, the bicycle rental program, is likely to appeal to students, and the basic underlying business issues, processes and objectives of the project are easily understood.