Case Title & Author

Title: Uber SA: Disruption of The Local Taxi Industry?
Author: Geoff Bick

Subject Areas/Case Usage

Strategy, Marketing, Business Model Innovation, or Entrepreneurship

This is a short case which can be used across a number of programmes, as most students will have had some experience or exposure to the Uber model, and is very useful as an “icebreaker” case to introduce students to the case study method of analysis and teaching. This case can be used for undergraduate and postgraduate students in business schools or other institutions, or on executive education programmes as part of a strategy, marketing, business model innovation, or entrepreneurship module.

Brief Synopsis

Uber, a US-based multinational, provides a real-time technology platform to enable users to utilise ride-sharing with Uber drivers. This is an example of a “shared economy” or “collaborative consumption” business model, which has disrupted the status quo of the taxi industry around the world. Uber was launched in South Africa in 2013, creating many job opportunities but causing much reaction from the taxi industry and the authorities.

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