Modern Urban Mobility: Bicycle Sharing For New York City?

As the world tries to utilize its resources more efficiently, bicycle sharing, the community use of public bicycles by commuters, tourists, and local residents, has taken hold in several large cities. However, will bicycle sharing work in New York City with its numerous constituencies, financial challenges, and aging infrastructure? This case asks students to consider the risks an entrepreneur would encounter in attempting to launch a bicycle sharing program in New York City and what business model would help to mitigate those risks.