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“To bet against Uber is to bet against the future” (Paul Barter, Co-author of “The Uber of Everything” and Professor at the Schulich School of Business).For many years, traditional taxi services are a very important part of the transportation environment. Nevertheless, over the last ten years, we can observe the development of ride-sharing platforms. Today, they put a lot of competitive pressure on taxis. McKinsley&Company that “vehicle ownership will move from being the dominant form of mobility to becoming a smaller piece of the transportation pie”. The global environment has to be ready to open their doors to ride sharing. Indeed, hence to PwC’s prediction, the five main sharing economy sectors will generate a global revenue of $335 billion by 2025, and the biggest sector will be transportation.Nevertheless, ride sharing is a very controversial issue. Ride sharing incidents, sexual assaults, rapes, harassments are more and more revealed by the press. The feeling of insecurity can dissuade a lot of people to use this innovation. Moreover, ride sharing application face resistance while only because some resist to any kind of digital innovation.This study will approach the resistance to digital innovation, and more precisely to ride sharing applications. It will set up several dimensions of the resistance: the factors that influence acceptance of technology innovation (the TAM model), the quality of the innovation, the way that an innovation can become a habit, the satisfaction of the user, the continuance intention of the user, the concept of late adoption, the need for interaction of people and finally the passive resistance of people.Understanding the dimensions of resistance to digital innovation, and to ride sharing application can help the companies to understand their no-consumers. It can then help us to have an adjusted approach of those one, in order to extend their market shares. Indeed, understanding the resistance permits companies to develop technology innovations that would be accepted faster, thanks to adapted sales and marketing and sales strategies.
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Supply chain management / PARIS : DUNOD (2017)
