Business Management Case Study: Uber
Introduction
The case discusses the ride-sharing and urban mobility startup Uber and the decisions facing leader Ariana Huffington and incoming CEO Khosrowshani, with specific regard to its business challenges and preparation for a future Initial Public Offering. The case will discuss the challenges and possible solutions to stakeholder management, labor rights and regulatory compliance, public relations management, strategic areas (autonomous vehicles, electrification, unmanned aerial vehicles), competitors (Ola, Grab, Zipcar, Zimride), corporate culture.
Stakeholder management
Uber’s success relies on a variety of stakeholders, such as regulators, investors, customers, insurance agents, and drivers. Uber should engage these stakeholders regularly in order to avoid lawsuits and litigative actions from stakeholders such as labor unions. Uber could also take an industry lead in ensuring XXX XXXX compensation XX their XXX XXXXXXX, XX XXXXXXXXX a XX-XX% markup to XXX XXXXXXX wage in the XXXXX XXXX XXXX XXXXXXX. (Spott, XXXX) XXXX XXXXX XXXXXXX XXX XXXXXXXXXX XX XXXXXX legal XXXXXXX XXXX XX XXX Federal Trade Commission XXXXXXX settlement in 2017. (Spott, 2018) XXXX could use XXXXXXXXX, XXXXXX XXXXX platforms and customer XXXXXXX XX XXXXX XXXX about the priorities XX these distinct stakeholders, XXX ensure that their needs are XXX. Furthermore, Uber XXXXXX maintain a clear and XXXXXXXXXXX XXXX of XXXXXXXXXXXXX to these XXXXXXXXXXXX XX XXXXXXXXX XXXXXX XXXXX XXXXXXXXXXXX on their XXXXXXX to XXXXXXX XXX company.
Labor rights XXX XXXXXXXXXX compliance
Uber should XXXX XXXXXX in a XXXXXX XXXXX team XXXXX would XX able XX XXXX XXXX issues XXXX XX XXXXXX licenses, XXXXXXXXXXX contractors and XXXXXXX XXXX. XX particular, XXXX should classify XXXXX XXXXXXXX XX employees, XXXXX would improve employee morale, retention XXX XXXXXXXXXXXX, XXXX XX it would XXXXXX in higher XXXXXXXXX costs for Uber. XXXXXXX, Uber XXXXXX XXXXXX lobbyists XXX a XXXXXXXXXX relations committee to XXXX with XXXXXXXXXXX in its XXX XXXXXXX to XXXXX XXXXXXXXXXX XXXXXXXXXX XXX its XXXXXXXXXXX service XXXXX.
XXXXXX relations XXXXXXXXXX
Uber XXX faced a range of XXXXXX relations XXXXXX XXXXXX XX its XXXXXXXXX culture in XXXXXX XXXXX , XXXX as XXXXXXXXXXXXX XXXXX, XXXXXX harassment XXXXXXXXXXX, boardroom XXXXXX and intellectual XXXXXXXX violations. (Larcker XXX Tayan, 2017) XXXX has led XX XXX XXXXXXX XX public XXXXX and support for its XXXXXXXX XXXX XXX XXXXXXX XXXXXXXXXXXX. Huffington XXX XXXXXXXXXXXX XXXXXX XXXXXXXXX XXX XX XXXXXX a new public relations team XXXX XXXX launch strategic XXXXXXXXX XXXXXXXXXXX XX XXXXXXX XXXX’s XXXXXXXXX XXXXXXXXXX, XXX to XXXXXXXX a new XXXXXX team XXXX XXXX XX able XX rapidly XXX professionally XXXXXXX XXX crises that may arise XXXX these XXXXXX. (Spott, XXXX) Uber should also acknowledge the XXXXXXXX arising XXXX XXX corporate XXXXXXX and risk-XXXXXX XXXXXXXXXX, XXX XXXXXXXXXXX that XXX XXXXXXX, XXXXX the new CEO, has made XXXXXXXX reforms to prevent XXXX XXXXXX from arising XXXXX.
XXXXXXXXX areas (autonomous vehicles, XXXXXXXXXXXXXXX, unmanned aerial vehicles)
XXXX succeeded XXXXXXX of XXXXXXXXXX XXX disruption in a strategic area (the taxi XXXXXXXX), and XXXXXXX it XXXXXXXXXXXX XXXXXXXXXXXXXXXX the XXXX XXXXXXXX XXXXXX. XXXXXXXXXXXX XXXXXX increase XXXX’s emphasis XX XXXXXXXXXX in strategic XXXXX XX launching new XXXXXXXX in areas XXXX as XXXXXXXXXX vehicles, XXXXXXXXXXXXXXX and XXXXXXXX XXXXXX XXXXXXXX. XXX example, XXXX could XXXXXXX the Botride autonomous vehicle pilot launched by XXXX.ai, Hyundai Motor XXXXX XXX Via in XXXXXX, XXXXXXXXXX, and XXXXX increase their investment in the Uber Elevate XXX taxi XXXXXXX. (XXXXXXXXXX XX al, 2017) XXXX would allow Uber to create XXX XXX XXXXXXXXXXX XXXXXX XXXXXXXX XX raise XXX XXXXXXX’s XXXXXXXXXXXXX, and obtain a decisive competitive XXXXXXXXX over XXXXX competitors. (XXXX, XXXX) Uber should XXXX launch XXX XXXXXXXXXXX XXXX XX Uberpool, which would XXXXXXXXX XXXXXXXXXXX XXXXX of XXXXXXXX innovation XXXX XXXXX raise XXX XXXXXX share XXX XXXXXXXXXXXXX, although XXXX should also XX cautious in XXXXXXXX XXXX these ventures XXX financially profitable.
One caveat XX XXXXXXXX in investing in these XXXXXXXXXX XXXXXXXXX XXXXX XX XXX importance XX managing XXXXXX relations XXX these areas. Former XXX XXXXXXXX had received significant criticism when Uber announced XXXX its autonomous XXXXXXXX XXXX XXXXXXXXXX XXXXXXX XXX XXXXXXX. (XXXXXXXXXX XX XX, XXXX) XXX XXXXXXX should XX XXXXXXX XX XXXXXX these XXXXXXXXX areas XXXXXXX offending XXX XXXXXXXXXXXX, XXX show how XXXXX initiatives XXX XXXXXXX deliver XXXXX XX XXXXXXXXXXXX.
Competitors
Uber XXXXXX XXXXXX XXX XXXXXX presented by XXX XXXXXXXXXXX, such as Ola, Grab, XXXXXX, and Zimride, XX focusing on XXX XXXXXXXX XXXXXXXXXX XXX XXXXXXXX XXXXXXX. XXX XXXXXXX, Uber should XXXXXX in XXXX XXXXXXXXX XXX XXXXXXXXXX to optimise XXX XXXXX XXX driver allocation XXX customers in order XX be XXX XXXX XXXXXXXXX XXXXXXXX XXX ride-XXXXXXX. XXXX XXXXXX also XXXXXX in XXXXXX and XXXXXXX XXX XXXXXXXXXX lines, XXX institute new policies XX ensure XXX safety and XXXXXXX of their passengers. Uber could XXXX institute a no-XXXXXXXXX XXXXXX XXXXXX XXX XXXX of harassment or XXXXXXXXXXXX of their XXXXXXXXXX. Finally, XXXX XXXXXX XXXXXXX opportunistic XXXXXXXXXXXX XXXX its XXXXX XXXXXXXXXXX in strategic areas where possible.
Corporate culture
Kalanick, the XXXXXXXX XXXX XXX, was a XXXX-taking XXX adventurous XXXXXXXXXX who XXXXXX XX a XXXXXX entrepreneur on a variety of ventures, such XX XXXXX and XXXXXXXXX, XXX XXXX the subject XX several lawsuits and failed business XXXXXX. This XXXXX management XXXXXXXX XXXXXXXXXX led to XXXXXXX XXXXXX ventures by XXXX, XXXX as XXX failed expansion XXXX China, XXXXX it generated XXXXXXX XXXXXX XXX was XXXXXXXXXX XXXXXXXX XX competitor XXXX XXXXXXX.
The new CEO XXXXXXXXXXXX should XXXXXXXX to XXXXXX XXXX’s high-XXXX XXXXXXXXX culture, XXXXX XXXXXXXXXXX listed ‘XXX-XXXXXXXX’ and ‘XXXXXXXX’ as XXXXXXXXXXXX XXXXXXXXX XXXXXX, in order XX show XXXX Uber XX a mature corporation capable of XXXXXX XX responsibilities XX an ethical XXXXXXXXXXXX. (Spott, XXXX) This would also XXXXXX XXX likelihood XX XXXXXX scandals such as XXXXXX XXXXXXXXXX XXXXXXXXXXX XXX intellectual XXXXXXXX lawsuits. Uber, XXXXX Khosrowshani, XXXXXX XXXX consider investing in a third-XXXXX auditor XXX corporate XXXXXXXXXX XXXXXXXXXXX XXXX, XXXX as those XXXXXXXX XX XXXXXXXX, in order XX XXXXXXX a thorough XXXXX to ensure XXXX the XXXXXXX is XXXXX XXXXXXXXX to the XXXXXX regulatory and corporate XXXXXXXXXX XXXXXXXXX.
XXXXXXXXXX
Uber XXXXXXX a XXXXXX troubled XXXXXXXXXXX in need XX renewed XXXXXXXXXX in ethical compliance, business model and XXXXXXXXXX XXXXXXX to improve its XXXXXXXXXXX and establish itself as a leading XXXXXXXXXXX and mobility platform. XXXX XXX been seen as an XXXXXXXXX challenged corporation and cautionary tale in XXXXXX years. However, XXX appointment of XXX XXX XXXXXXXXXXXX represents an XXXXXXXXXXX to initiate XXXX XXXXXXX and XXXXXX XXXX’s status XX a XXXXXX XXXXXXX.
XXXXXXXXXX (APA)
Larcker, X. F., & XXXXX, X. (2017). Governance XXXX Wild: Epic XXXXXXXXXXX XX Uber XXXXXXXXXXXX.XXXX XXXXXX for XXXXXXXXX Governance at XXXXXXXX University Closer Look XXXXXX: Topics, XXXXXX and XXXXXXXXXXXXX in Corporate Governance No. CGRP-70, XX-X.
Spott, X. (2018).XXXX: A Case XXXXX in Strategy, Leadership XXX XXXXXX (Doctoral dissertation, XXX XXXXXXX of XX. XXXXXXXXXXX).
Srinivasan, S., Lorsch, X. W., &XXX; Pitcher, Q. (2017). XXXX in 2017: XXX Bumpy XXXX.
XXXX, J. C. (XXXX). XXXX concealed massive hack XXXX exposed XXXX XX 57m users XXX XXXXXXX.The Guardian,XX.
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