Start-ups based on the sharing economy: Turkey market analysis

The sharing economy is a concept that has recently developed in Turkey as well as the world in general and has just become widespread in terms of terminology. While the number of studies on the sharing economy is increasing, more independent and objective research focusing on emerging markets such as Turkey is needed. The main purpose of this study; To identify the opportunities and strengths offered by the sharing economy-based start-up market in Turkey and to propose a set of solutions and recommendations for the sustainable, inclusive and efficient development of the threats and weaknesses of Turkey's sharing-based start-up market. In order to make an in-depth analysis of the sharing economy market, the start-up ecosystem in Turkey has been discussed within the framework of qualitative analysis. This research is descriptive due to the nature of the phenomenological qualitative research design. Data collection was analyzed using a qualitative approach through semi-structured interviews with start-up founders who are actively operating in the sharing economy start-up ecosystem in Turkey. In addition, in order to form a basis for the qualitative analysis findings, the development of the Turkish start-up ecosystem was discussed in detail and the share-based start-up market was examined in line with secondary data sources. Within the framework of qualitative analysis, the data obtained through the interview were evaluated to create a phenomenological pattern to reveal a specific research pattern. Data analysis was carried out with the MAXQDA 2018 program for frequency analysis and thematic analysis as part of qualitative research methods. In line with the basic findings of this thesis, it has been determined that the biggest motivations of the sharing economy start-up entrepreneurs are the gap and need in the sector, the economic crisis is evaluated as an opportunity, the strongest aspect of the sector is the innovative young population as a market, and the need for regulation in taxation. In addition, it has been determined that the development in the sector is positive and fast, the target audience is predominantly formed by the Y and Z generations, the importance of tax regulation and investment incentives in the context of institutional mechanism and incentives, and the development in the sector after the pandemic is positive. It is thought that this study will help to understand the situation of the market through the start-ups based on the sharing economy in Turkey, and also contribute to how an efficient and sustainable sharing economy market can be built over time. In this context, the research is expected to guide potential entrepreneurs, policy makers, regulators, investors, large enterprises, universities, supporting organizations and all other key players in the ecosystem, from start-ups that are part of the sharing economy market.