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Authors:
Published by:
WDI Publishing, William Davidson Institute (EDI), University of Michigan (2016)
Version:
19 February 2016
Length:
20 pages
Data source:
Published sources

Abstract

Alexander Cooper is gearing up to lead an expansion strategy for the scrappy and super successful car sharing service, Uber. While the company has not been without its controversy, it is making headway in far off places like India. It is looking to scale its model in India, China, and the rest of Southeast Asia, but is increasingly running into regulatory hurdles. Cooper is forced to think hard about what Uber's expansion strategy should be and how it will impact the company's operations. Uber currently markets itself based on word of mouth, but in markets like China where two companies dominate 99% of market share, this may be unrealistic. What path should this sharing economy company take?

Topics

Economic models; Economics; Emerging markets; Entering foreign markets; Globalization; Information technology; New economy

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