UBER: A Great Disrupter or Not?

David Lynn Hoffman; Nina Radojevich-Kelley; Debora J. Gilliard

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David Lynn Hoffman Metropolitan State University of Denver
Nina Radojevich-Kelley Shenandoah University
Debora J. Gilliard Metropolitan State University of Denver

Keywords:

marketing development, Uber, disruptive innovation, sustaining innovations, independent contractors, regulation of online platforms, public relations, founder issues, founders’ skill sets

Abstract

In 2009, Travis Kalanick and Garret Camp created a ride sharing platform connecting drivers with passengers wanting rides in major cities throughout America. They started Uber (originally UberCab) in San Francisco, then expanded across the USA, into Europe, India, and other countries. After several missteps Travis was forced to resign. Is it possible for Uber to survive a negative reputation, negative public relation issues, attacks by the taxi and regulatory entities, and rebuild a damaged corporate culture especially during and after a pandemic?

UBER: A Great Disrupter or Not?

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