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Uber(US): The Push for Autonomous Vehicles
內容大綱
Since early 2015, Uber had been investing heavily in research and development for its autonomous vehicles to revolutionize the ride-hailing industry and provide better ways of competing and fulfilling its promise of profitability to investors. Constant innovation was crucial to stay ahead of its competitors. While this strategy was groundbreaking for the ride-hailing industry, concerns were sparked when one of Uber’s autonomous vehicles was involved in a fatal accident involving a pedestrian in 2018. This accident brought safety lapses in autonomous vehicles into the public eye and was deeply controversial. Consequently, Uber was forced to examine its corporate strategy pertaining to its innovation portfolio. Should Uber continue its current investment in autonomous vehicles? If so, what business models and strategies could Uber adopt with autonomous vehicles to move the company towards profitability?
學習目標
The case is suitable for undergraduate- and graduate-level courses on business innovation or service operations, and covers topics on business strategy and operations management. After working through the case and the assignment questions, students will be able to<ul><li>understand the complexity and contributing factors of the accident and describe the roles of the stakeholders involved—Uber’s management, the government, the public, and Uber’s partners;</li><li>consider Uber’s decision to continue developing autonomous vehicles;</li><li>identify and evaluate important challenges of adopting a ride-hailing business model that is entirely dependent on autonomous vehicles; and</li><li>analyze how autonomous vehicle technology could influence Uber’s service strategies.</li></ul>