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UBER: A Great Disrupter or Not?

Author(s): David Lynn Hoffman, Nina Radojevich-Kelley, Debora J. Gilliard

Citation: David Lynn Hoffman, Nina Radojevich-Kelley, Debora J. Gilliard, (2021) "UBER: A Great Disrupter or Not?," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 2,  pp. 50-76

Aricle Type: Research paper

Publisher: North American Business Press


In 2009, Travis Kalanick and Garret Camp created a ride sharing platform connecting drivers with passengers wanting rides in major cities throughout America. They started Uber (originally UberCab) in San Francisco, then expanded across the USA, into Europe, India, and other countries. After several missteps Travis was forced to resign. Is it possible for Uber to survive a negative reputation, negative public relation issues, attacks by the taxi and regulatory entities, and rebuild a damaged corporate culture especially during and after a pandemic?