Uber Strategies for Transport Incorporated Private Market

Uber Strategies for Transport Incorporated Private Market

José G. Vargas-Hernández (University of Guadalajara, Mexico) and L. E. Fabián Rojas Álvarez (University of Guadalajara, Mexico)
DOI: 10.4018/978-1-5225-3191-3.ch008
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The aim of this paper is to analyze the different strategies that take Uber to join the global market successfully, positioning itself in different countries and analyze how come these businesses and strategies that follow to become successful to the extent that Uber is doing, not just one city but in several countries around the world. In order to accomplish this, it is necessary from a previous literature review that is appropriate to identify the different theories that may be applicable, taking terms as work global, you tried to see Uber as a technology - based company and see it from an overall, same strategy refers to a strategy that follows the company having a worldwide standardized product, another issue that would revise the importance of the theory of institutions.
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Background Of The Problem

Today globalization plays an important process, because by this concept can be eliminated some barriers between countries. Through technology has been a way these barriers have been eliminated, since technological innovations often come equally to different countries and at different times around the world, so it can be seen different products with similar characteristics, which is called as a standard product, regardless of whether they are produced in different cultures.

The story so before it started this century tells that the common way to establish a company along the story is that the company or the plant reached the place where he would have operations, had a physical place, and was established formally. Now it is seeing a new trend in strategies and ways of doing business in enterprises as a platform generated by its operations, profits, sales and everything related to business dedicated activity. Which have started with this simple idea is now changing the way people are transported in large cities, according to the Uber definition is the smartest way to move and luxury at low cost.

Technology and innovation play an important role in the process of globalization. Adopting a comprehensive strategy for technology companies is essential and addressing new ways of doing business. Nowadays have been emerging these new companies of successful technology-based, born in markets international companies like Netshoes, Netflix, Google, Amazon and many other technological changes that have been created and have managed to be successful in their business segment. The creation of these new companies has diversified options that consumers have to purchase the good or service that require, with new technology and not in the common traditional form.

One problem faced by companies that wanted to provide the services of private transport in the country, were the unions of taxi drivers that prevent or put barriers to companies that wanted to provide these services faced, and who would provide the service had to join the unions of transportation in addition to the permits they had to acquire by the authorities to provide the service. Thus, the institutions were an impediment to a company that wanted to be in this area. But also, an advantage of same weaknesses they could have the same institutions, they have created companies like Uber and reaching nations that did not consider these businesses in their regulations. Taking advantage of those holes is how they have succeeded in entering the global market.

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