The Economics behind Uber's Surge Pricing
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Case Code: MKTG370 Case Length: 12 Pages Period: 2015-2017 Pub Date: 2017 Teaching Note: Available |
Price: Rs.400 Organization: Uber Technologies Inc. (Uber) Industry: Transportation Service Countries: United States Themes: Managerial Economics, Business Economics, Economics of Strategy, Consumer Behavior, Marketing Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
The Birth of Uber
Headquartered in San Francisco, California, Uber was a technology company founded by Garrett Camp and Travis Kalanick in 2009 with the objective of providing an on-demand transportation service to customers worldwide. The idea for Uber was born when Kalanick had trouble hailing a taxi in Paris to get to a conference. Realizing the severity of the problem that travelers around the world faced, the duo decided to launch UberCabs with a simple idea – tap a botton, get a ride. Since the company’s founding, Kalanick had helped in developing Uber and had served as its CEO since 2010. In 2011, the company changed its name from UberCab to Uber.....
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