Uber

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Uber is one of the most innovative companies of our time. This book provides a detailed analysis of the company and its success and goes beyond the headlines about safety and culture. Many of us are so accustomed to using Uber today that the name of the innovative ride-sharing company has become a verb, as in "to Uber" somewhere, and yet Uber has been around only since 2010. Uber has disrupted the ride-hailing industry, from making it easier and more affordable to become an Uber driver than a cab driver to rating riders as well as drivers. As an early pioneer in using technology to create a new business model and new efficiencies, Uber is considered one of the most important case studies in the sharing economy. However, little in-depth information exists on this innovative company. This book traces Uber's origin and evolution in the face of competitive pressures, discusses the company leadership and corporate culture, addresses such controversies as rider and driver safety and sexual harassment of female employees, and explores how the company is addressing these challenges. Students of business, entrepreneurs, and anyone interested in the development and exponential growth of the sharing economy will benefit from reading this book.

Author Bio

B. Yasanthi Perera, PhD, is assistant professor of business ethics at Brock University, Canada. Pia A. Albinsson, PhD, is associate professor of marketing at Appalachian State University, USA