Abstract
The purpose of this case-based research is to investigate Uber and its global markets and changing strategies in the sharing economy and transportation networks and logistics services industry. Uber is a part of the sharing economy as well as transportation network and logistics services industry and carries a unique business model. Uber and its competitors often seek business models which are synonymous with collaborative consumption. First introduced in 2009, Uber has become an ambitious and aggressive firm regarding its global operations and operates in over 400 cities in 60 countries.
As expected, Uber has gone through major changes to become a global brand in the taxi-hailing industry. The company pursued a simple strategy based on its apps and consumer convenience. Behind Uber’s early successes, we find organizational blunders, managerial mistakes, and growth hurdles. Uber can pursue growth and expansion if quality and service is maintained by the company. Also technology plays an important role in the digital economy. As of 2017, the company clearly enjoys its distinct brand image and good visibility in the USA and international markets. Within the areas of international marketing, evolutionary growth, and global strategies, the case analyzes and discusses the Uber brand and its current and future potential. At the same time, regulators in global markets will continue to investigate the company because of its business model, corporate networks, and questionable labor practices.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
References Available Upon Request
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Academy of Marketing Science
About this paper
Cite this paper
Anwar, S.T. (2018). Uber and the Sharing Economy, Changing Strategies and Global Markets: An Abstract. In: Krey, N., Rossi, P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-66023-3_67
Download citation
DOI: https://doi.org/10.1007/978-3-319-66023-3_67
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-66022-6
Online ISBN: 978-3-319-66023-3
eBook Packages: Business and ManagementBusiness and Management (R0)