Harrison, AndrewMarcelino, Gonçalo Antunes2026-02-272026-02-272025-01-302024-12-16http://hdl.handle.net/10362/200721This thesis examines Via Verde’s possible strategic expansion into four mobility marketplace services addressing evolving urban mobility needs in Portugal: Private Company Parking Rentals, Peer-to-Peer (P2P) Parking Rentals, P2P Electric Vehicle (EV) Charging Rentals, and P2P Car Rentals. Employing a mixed-methods approach, including quantitative surveys and qualitative interviews, the study evaluates the market potential and operational feasibility of such services leading to a final strategic recommendation and financial plan, which positions Via Verde as a pioneering leader in integrated and sustainable mobility solutions.engPrivate company parking rentalsP2P parking rentalsP2P EV charging rentalsP2P car rentalsMobility marketplaceShared economySustainable urban mobilityVia Verdemaster thesis204130085