Uber: Driving into Uncharted Territory

Can Uber sustain its competitive advantage while expanding its services beyond cabs?
Dan J. Wang, Evan Rawley  | Spring 2016
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No longer just “everyone’s private driver” in 2016 Uber rebranded itself as a “transportation network company,” developing new products and services to meet more logistics needs. This case presents the background of Uber’s launch, the competitive landscape that has since emerged, and the regulatory challenges the company has confronted—and asks students to consider whether product expansion is the right strategic path forward for Uber.

Case ID: 160415

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