Part IV: Uber in Seoul

Part IV: Uber in Seoul

By
Steven Callander, Amadeus Orleans, Jeff Conn
2018|Case No.P81D| Length 8 pgs.

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.

P81B: Part II: Uber in London

P81B: Part III: Uber in Sao Paulo

Learning Objective

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.

This material is available for download by current Stanford GSB students, faculty, and staff, as well as Stanford GSB alumni. For inquiries, contact the Case Writing Office.