Part II: Uber in London
This case recounts Uber’s experience in four cities at different points in time. This approach offers a way to examine Uber’s strategy for market entry and evaluate the performance of that strategy in these four cities, as well as elsewhere in the world. The cases included here help frame the discussion on the future of Uber’s expansion, and extract lessons for how a firm can successfully navigate the beyond-market business environment.
Also see: P81A: Part I: Uber in Washington, D.C.