Can Uber translate the success of its ride hailing app to other services?
Can Uber translate the success of its ride hailing app to other services?
In only five years Uber had moved from start-up to transportation behemoth, its very name synonymous with on-demand ride-hailing. By 2016, the company was seeking to expand its services to other categories far beyond its basic ride-related offerings, such as UberEATS. This case recaps Uber's meteoric rise and asks students to consider whether the company can utilize its advantage in ride hailing to challenge established players in other logistics markets.