Uber: Managing a Ride in China
商品編號：9B15A047
出版日期：2015/09/21
再版日期：2016/02/29
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Online, market entry, value proposition, China
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：China
產業：Transportation and Warehousing;
事件年度：2015
As the ride-sharing app, Uber, expands into China, it is confronted by government regulatory concerns and local competition, while also facing opportunities generated by a fast-growing emerging market and aided by local collaborators. Uber endeavours to take the lead in the market, but, as the newcomer, it needs to make many decisions. The case study highlights China’s online chauffeuring market and the challenges facing Uber. As students attempt to develop a feasible plan for Uber to succeed, they will review Uber’s service offering and the strategies that both Uber and its competitors have adopted. The case also explores other opportunities and challenges that Uber faces as the company works with local businesses and government responses toward the new business sector.
教學手冊：8B15A047;
補充材料：