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By late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Uber’s innovative organization of the supply-demand matching process produced eager customers who recruited others. Buzz marketing and aggressive recruitment of drivers augmented growth.

This case presents Uber as an example of a middleman adding real value for consumers and upstream suppliers (limo drivers). Unlike Tesla, which battled to sell cars directly to the public, Uber created value by adding a layer between limos and prospective riders, organizing the market for convenience and transparency for both sides. Where Uber stirred up the competitive equivalent of a hornet’s nest was with expansion from the livery car market into the taxi service market with UberX. The material allows for a lively discussion around disruptive digital technology and the firm’s business model.

The purpose of this paper is to explore all the strategies adopted by Uber China to gain more and more market shares of Chinese markets. It included localization of its core product, adaptation to Chinese demands and tying up with different Chinese companies.

The case study has been prepared after thoroughly studying Uber’s business in China. Secondary data is collected from credible sources such as the Uber website, newspapers, interviews and journal publications. This data helped in arriving at a basic understanding of the company, its objectives, strategies and the business model. The strategies formulated by Uber and the challenges it faced while operating in China are studied and explained based on this secondary data. Various published papers, reports released by reputed organizations and universities, interviews of managers and experts and research papers were also used to develop this case.

This case is developed considering the bent of today’s consumers toward sharing economy. The scope of businesses based on the concept of sharing economy is very wide and is increasing. China’s sharing economy sector was one of the fastest economies in the world. The case chronicles ride of Uber in China: from its entry in the country, strategies adopted, challenges faced and to the exit from China.

International business management at the undergraduate and postgraduate programs in management

This study aims to explore the antecedents that generate value co-destruction, the negative outcomes resulting from interactive value formation, in the sharing economy context, particularly taxi services. The focus of the study is on customers’ Uber reviews that are written in English and posted online. Three keywords, “bad”, “terrible” and “awful”, were used to capture online narratives linked to customers’ negative experiences with Uber. Out of the 758 online reviews, 75 negative reviews were analysed in this study.

A grounded theory approach was used for data analysis.

Two distinct themes resulted in value co-destruction: Uber drivers’ bad behaviour and poor customer service. The managerial implications include that Uber clearly should invest more resources to minimise the negative experiences of its customers by clearly defining the taxi drivers’ tasks and responsibilities. In addition, when customers report their dissatisfaction, they should be dealt with promptly and effectively through good customer service.

First, the netnography study, by its nature, was restricted to those customers who shared their reviews online. The study did not consider those customers who have not posted their reviews online. Second, the focus of the study was on customer reviews that were written in English. Third, only three keywords (“bad”, “terrible” and “awful”) were used in the data selection process, limiting the number of review posts (75) that were analysed in this study. In addition, even if this study does not produce statistically generalizable findings, the findings are valuable in an analytical sense.

From a managerial perspective, Uber clearly should invest more in resources to minimise the negative experiences of its customers (both domestic customers and tourists) by clearly defining the taxi drivers’ tasks and responsibilities. If the drivers’ tasks are unclear, then customers cannot be served in an effective manner and with consistent service quality. The taxi drivers, regardless of their full-time or part-time work shifts, should ensure that quality services are offered to customers. Providing high-quality service might reduce the number of complaints and result in positive comments and compliments.

This study addresses the gap in previous literature by examining customers’ negative experiences during the overall service encounter and antecedents of value co-destruction in the context of Uber. This study contributes to a better understanding of value co-destruction within the sharing economy.

What happens to nonelite workers’ meaning, belonging, and identity when work is “on-demand”? On-demand organizations, such as Uber and TaskRabbit, have ambiguous boundaries and locations of workers. This qualitative study investigated how organizational and societal boundary discourse and the organization of the work itself, constructed sometimes conflicting worker roles that influenced how ride-hailing workers understood the boundaries of the on-demand organization and their location with respect to it. The roles of app–user and driver–partner constructed ride-hailing workers as outside the boundaries of the organization, while the driver–bot role constructed them as (nonhuman) elements of organizational technology. While the driver–partner role had positive and empowering identity, meaning, and belongingness associations, its conflict with the other roles blocked these positive associations, and led to cynicism and fatalism. We reflect on the possible impacts of the on-demand economy on society, workers, and the practice of work, particularly for nonelite workers.

The paper aims to discuss the so-called sharing economy from a business modeling and industrial structure perspective. The illustrative cases examined are Airbnb and Uber. The research question raised is concerned with the extent to which transaction cost theory can be used to explain the changing industrial structures in the application areas that the Internet-based platforms are addressing and how other theoretical frameworks can be helpful in understanding these developments.

As the sharing economy topic is relatively new, the paper takes its point of departure in a brief overview of the different issues discussed in the academic literature and the press regarding this emerging phenomenon. The paper presents relevant theoretical approaches to analyzing business models of sharing platforms and industrial structure implications. It, thereafter, presents the cases of Airbnb and Uber to discuss the relevance of the theories put forward.

The paper concludes by proposing a theoretical framework for analyzing the structural implications of the sharing economy based on theories on multi-sided platforms, transaction costs and substitution and complementation.

The research implications are to establish a comprehensive theory framework for analyzing the development of commercial sharing platforms.

The originality and value of the paper is related to the novelty of topic and the development of a theory framework for analyzing the business models of commercial sharing platforms. Only little has been written from an academic analytical perspective on the sharing economy, and there is a need for developing a coherent framework for analyzing these developments.

The purpose of this paper is to look at the insights of the value of the society influenced by sharing economy (SE). The study focused on both the benefits and flaws of SE by using the case of renowned SE platform “Uber” to come up with a holistic perspective of these effects from both the facets.

This study collects data from demand and supply side using interview and questionnaire. Then the grounded theory is adopted to analyze interview data and come up with six major research constructs. Further, quantitative analyses methods are applied on questionnaires to test “whether sharing economy creates social value” and to approximately estimate the extent to which sharing is economy influencing social value.

Findings suggested that, when only drivers were inquired about positive and negative effects of SE, positive effects were dominant. Also, when passengers were asked their opinion was also in favor of positive effects. From quantitative data analysis, the major factor significantly influencing the sustainability of the SE was “efficiency.” “Security issues and regulatory issues” were the prime negative factors, though again there was not enough statistical evidence to validate their significance. The authors hereby conclude that the positive contribution of SE is more, and it is increasing the values of the society. And the positive effects were twice significant than the negative effects.

Theoretically, the study contributes to finding both the helpful and harmful effects of SE on the values of the society. Practically, it suggests that governments should allow growth of SE under proper regulations. And car-sharing companies should focus on solving the security issues and regulatory issues.

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