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CASE 2
Uber Hits a Bump in the Road
CASE NOTES FOR INSTRUCTORS
This case introduces students to the ride-sharing service Uber. Consumers use the Uber app to contact a
driver in the nearby vicinity when they want a ride. The app also allows consumers to get an estimated
time of arrival on their smartphones with the use of an integrated GPS system. Many people use Uber as
an alternative to taxis, which is upending the taxi industry on a global scale.
Uber is also having an impact on other industries as well. For instance, companies like Zappos are
planning to adopt Uber’s surge-based pricing strategy. Drivers for Uber act as independent contractors
who can run their own ridesharing business and drive whenever they so choose.
However, Uber is encountering a lot of challenges as it expands globally. Internally, Uber is facing some
problems with its drivers. Despite the drivers’ status as independent contractors, Uber still exerts much
control over the drivers, including setting rates. In California lawsuits have been filed by Uber drivers
claiming that they should be legally considered as employees. One driver won a lawsuit against Uber in
California. Uber might need to amend its strategy so that Uber drivers will fall beneath the employee
threshold.
Additionally, Uber has faced many difficulties from the taxi industry. The taxi industry points out that it is
unfair that Uber gets to offer taxi-like services without having its drivers go through the same licensing
requirements that taxi drivers must go through. Many governments seem to agree, and Uber has been
partially or wholly banned in places such as France, Germany, India, Australia, South Africa, Spain, and
Indonesia. Protests of taxi drivers further discourage Uber’s expansion. An alleged rape in India by an
Uber driver has caused some governments to question how Uber vets its drivers, prompting Uber to
implement more safety measures. Uber has also clashed with laws such as the American with Disabilities
Act because many of the drivers drive their own personal vehicles, which are not wheel-chair friendly.
In 2017 Uber’s co-founder and CEO, Travis Kalanick, resigned. Kalanick was known for his aggressive
strategies, and critics believe this began to trickle down into the corporate culture. Additionally, some
female employees at Uber claim they had suffered sexual harassment on the job. Uber’s resistance to
releasing its diversity statistics also led to major criticism. The investigation into the harassment claims
resulted in 20 employees being fired. Investors were uneasy about Kalanick’s leadership ability and
pressured him to resign, although he remains on the board.
Despite the challenges Uber faces, it has a bright future ahead of it. Uber has expanded its operations to
425 cities in 72 countries around the world and is valued at around $70 billion, making it the world’s most
valuable startup. Approximately 30 million users use Uber’s services monthly. It has become by far the
most well-known company in the sharing economy. This case provides students with an excellent
opportunity to examine the ethical challenges that an innovative and disruptive company faces as its
expands.
© 2019 Cengage Learning. All rights reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
QUESTIONS AND 0DISCUSSION
1. What are the ethical challenges that Uber faces in using app-based peer-to-sharing technology?
The biggest challenge involves how it is competing against the taxi industry. Uber drivers are not yet
subject to the same licensing requirements as taxi operators are, which gives them a distinct—and
perhaps unfair—competitive advantage. Also, Uber exerts less control over what it calls its
The ease of use of peer-to-sharing apps also enables consumers to get past regulations that might
hinder Uber’s activities. For instance, in India Uber was banned from certain areas, but consumers
continued to access its services. Finally, there is always the element of security that Uber must
2. Since Uber is using a disruptive business model and marketing strategy, what are the risks that the
company will have to overcome to be successful?
The biggest risks Uber faces is regulatory opposition to its operations. Because Uber drivers do not
have to adhere to the same licensing requirements as taxi drivers, some countries are banning Uber
until they agree to have their drivers licensed. The taxi industry is a big industry and has a lot of
power in some countries. Since Uber is disrupting the taxi industry, it will have to fight against taxi
operators and drivers continually as they seek to impede Uber’s progress. Uber must also adopt
clearer insurance policies to make certain that drivers are covered and perform background checks on
3. Because Uber is so popular and the business model is being expanded to other industries, should
there be regulation to develop compliance with standards to protect competitors and consumers?
Students’ answers will vary. Those in support of regulation should point out that Uber does not have
the same licensing requirements or background checks as taxi drivers do, and it has been expanding
into different countries quickly without necessarily considering how country or city regulations might
© 2019 Cengage Learning. All rights reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
ADDITIONAL RESOURCES
Behind Uber’s success:
https://www.inc.com/larry-kim/23-crazy-facts-about-uber-the-51-billion-startup-success.html
Travis Kalanick resigns as Uber CEO:
https://www.nytimes.com/2017/06/21/technology/uber-ceo-travis-kalanick.html
Uber’s global expansion:
https://www.forbes.com/sites/ellenhuet/2014/12/11/ubers-global-expansion/#304f0fb6550a
© 2019 Cengage Learning. All rights reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license
distributed with a certain product or service or otherwise on a password-protected website for classroom use.
