What is Digital-Physical

The purpose of this chapter is to understand digital innovation in the taxi industrial structure for ridesharing in a developing country. Digital innovations are required in all aspects of an economy including the transportation industry. Drawing on a qualitative interpretive case study methodology, this chapter offers an overview of Uru's digital innovation for ridesharing in the physical taxi industrial structure in a developing country context of Ghana. The findings show that ridesharing provides riders-drivers with better journey activities, which supersedes taxi services in competition. These are electronic booking, riders' and drivers' profiles for security, transparent automatic billing for affordable transportation, and opportunities for drivers to accept a series of riders' requests at proximity. The chapter provides the implications for these findings for research and practice.