"THE SHARING ECONOMY" - CRITICAL EXAMINATION OF INNOVATIVE BUSINESS MODELS ENABLED BY INFORMATION TECHNOLOGIES

Information and communication technologies (ICTs) have enabled the rise of innovative business models based on the "collaborative consumption" or the "sharing economy". The pioneering business model in the field was built around the knowledge sharing (Wikipedia), but the business logic rapidly expanded in other industries resulting in the establishment of similar business models in tourism, mobility, employment, consumption and other industries. The underlining principle of the "sharing economy" is maximized use of resources leading to the improved efficiency and reduced waste. In addition, these business models allow customers to access requested goods at comparatively lower prices resulting in the improved customer satisfaction and hence, very profitable companies. However, these innovative business models are not fully integrated with existing market conditions since they are rarely aligned with the legislative framework and/or labor market policies. As a result, there are meaningful critics of these business models, where the most severe ones are related to the introduction of a non-fair competition and creating insecure job positions. The main aim of the paper is to examine the effects between innovative business models, that based on the principle of "sharing economy" and supported by ICTs, and their external environment, where the external environment is evaluated through well-established PEST tool. Research is undertaken through multiple-case study approach including 10 different innovative business models, allowing the author to make to-certain-extent general conclusions and recommendation. The paper results in the assessment of the integration degree of innovative business models within the external environment and the evaluation of positive and negative effects of implementation of these models for their environment. The major implication of the paper is the proven opinion that principle of "sharing economy" supported by ICT is a paradigm shift in the current economy that will have a power to influence the changing the legislative framework on the global scale.