Mini case study Uber

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How Uber is developing along the path of the adaptive cycle

Organization: Uber

Author: Nick Hooijenga

Course: (V)ODC 2014/2015

Keywords: mini case study


This mini case study describes (as the title suggests) how the Uber company is developing along the path of the adaptive cycle. Uber is a fairly young company still re-inventing itself, focussing on connecting people and (luxury) private drivers creating both a new demand and a solution for the private drivers which mostly have no passengers in between driving their clientèle. At the moment of writing, the Uber company has an estimated net worth of $17 billion which means Uber is worth more than several public companies including car-rental service Hertz Global Holdings Inc. and retailer Best Buy Co. for example. To sum up what Uber does: Uber offers a taxi service via an app, users can see where the drivers are and get a direct quote on the costs from their current location to the destination. All drivers are screened and can be judged via the app after the ride. Payment is done through the app (directly) by means of your credit card. A customer pays per kilometre and for the duration of the ride, on top of this a start tariff of 3 euro is also calculated.