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A. R. do Rosário Contani and K. De Déa Roglio
competitive advantage over those that start operating later, configuring a negative
effect of regulation raised by Martin (2016). As regulation may refer to meeting
restrictive requirements, some rules might become specific to serve and benefit a
given company or service.
The economic aspect of sustainability is present when, for instance, one of the
companies states that the constant change in the legislation of the city of São Paulo
is “preventing the more efficient use of cars and leaving the bill to the consumer”
(document U#214). The strategy is reflected in the intention to make the reader—and
also a potential user—aware of the economic consequences of changing the rules
of the ride-sharing services. The discourse is concentrated in increasing the cost of
mobility, with visible consequences to user spending. It suggests the existence of
virtual conflict between the public (regulator) and private entities, as pointed out
by Cohen and Kietzmann (2014). The prevalence is on the user’s perception of
each entity, and the political involvement might translate into good organizational
decisions (Child et al. 2010).
The environmental dimension of sustainability is revealed in the stimulus to leave
the vehicle at home in order to reduce the traffic in cities. The statements comprise the
notion that using mobility services of the sharing economy removes the exceeding
vehicles from streets. Nonetheless, the impediment of its use via regulation can imply
the increase “of traffic, pollution, and urban chaos” (document U#8). According to
Weick (1995), the discourse must be plausible to make sense, thus the appeal to the
fear of urban disorder is aligned with the notion of sustainability that is intended to
be presented as a solution.
The massive use of the hashtag #JuntosPelaMobilidade (meaning #TogheterForMobility) is constant in the communications of the three organizations and reflects
the social dimension of sustainability. There was a joint action of these companies to unite efforts to press for the rejection (or approval with amendments) of the
bill no. 28/2017, which ended up being consolidated in Law no. 13.640/2018. In the
approved version, the law establishes the regulation of individual private remunerated
passenger transportation. It seems that the very union and mobilization of companies
reinforce the intended behavior of cooperation and collective doing. Therefore, the
social character of the construction of meaning that is expected to be directed is then
developed (Gioia and Chittipeddi 1991).
Moreover, the content produced jointly represents the strongest characteristic
of the strategic coordination of these organizations. For this purpose, a website
(www.juntospelamobilidade.com) was created to promote the #JuntosPelaMobilidade campaign in which a common text and video are presented starring the main
executives of each company to mobilize the community of users. Such explicit union
of mobility organizations aimed to generate engagement and popular pressure, in
harmony, to prevent that the regulation was harmful to business, at the same time as
it encompassed social responsibility. The appeal was not for the commercial interests of the companies but directed to the negative repercussions on the habits and
benefits already consolidated, as well as in reducing the advances on urban mobility.
Granted that this process was not explicitly mentioned, the conduct of the executives
A. R. do Rosário Contani and K. De Déa Roglio
competitive advantage over those that start operating later, configuring a negative
effect of regulation raised by Martin (2016). As regulation may refer to meeting
restrictive requirements, some rules might become specific to serve and benefit a
given company or service.
The economic aspect of sustainability is present when, for instance, one of the
companies states that the constant change in the legislation of the city of São Paulo
is “preventing the more efficient use of cars and leaving the bill to the consumer”
(document U#214). The strategy is reflected in the intention to make the reader—and
also a potential user—aware of the economic consequences of changing the rules
of the ride-sharing services. The discourse is concentrated in increasing the cost of
mobility, with visible consequences to user spending. It suggests the existence of
virtual conflict between the public (regulator) and private entities, as pointed out
by Cohen and Kietzmann (2014). The prevalence is on the user’s perception of
each entity, and the political involvement might translate into good organizational
decisions (Child et al. 2010).
The environmental dimension of sustainability is revealed in the stimulus to leave
the vehicle at home in order to reduce the traffic in cities. The statements comprise the
notion that using mobility services of the sharing economy removes the exceeding
vehicles from streets. Nonetheless, the impediment of its use via regulation can imply
the increase “of traffic, pollution, and urban chaos” (document U#8). According to
Weick (1995), the discourse must be plausible to make sense, thus the appeal to the
fear of urban disorder is aligned with the notion of sustainability that is intended to
be presented as a solution.
The massive use of the hashtag #JuntosPelaMobilidade (meaning #TogheterForMobility) is constant in the communications of the three organizations and reflects
the social dimension of sustainability. There was a joint action of these companies to unite efforts to press for the rejection (or approval with amendments) of the
bill no. 28/2017, which ended up being consolidated in Law no. 13.640/2018. In the
approved version, the law establishes the regulation of individual private remunerated
passenger transportation. It seems that the very union and mobilization of companies
reinforce the intended behavior of cooperation and collective doing. Therefore, the
social character of the construction of meaning that is expected to be directed is then
developed (Gioia and Chittipeddi 1991).
Moreover, the content produced jointly represents the strongest characteristic
of the strategic coordination of these organizations. For this purpose, a website
(www.juntospelamobilidade.com) was created to promote the #JuntosPelaMobilidade campaign in which a common text and video are presented starring the main
executives of each company to mobilize the community of users. Such explicit union
of mobility organizations aimed to generate engagement and popular pressure, in
harmony, to prevent that the regulation was harmful to business, at the same time as
it encompassed social responsibility. The appeal was not for the commercial interests of the companies but directed to the negative repercussions on the habits and
benefits already consolidated, as well as in reducing the advances on urban mobility.
Granted that this process was not explicitly mentioned, the conduct of the executives