個案總覽

This case study details the issues and challenges that faced ride-sharing company Uber following its arrival in the state of Colorado as a new alternative to traditional taxi and limousine services. It is written from the perspective of Will McCollum, general manager of Uber Denver, a recent MBA graduate who is given responsibility for all aspects of Uber's initial Colorado launch and ongoing operations. The case provides a unique example of the oft-seen process by which new entrant companies use technology and new business models to challenge incumbent firms and traditional industries. The highly regulated and very stable nature of local transportation markets and rapid speed of Uber's rise to prominence makes Uber's experience particularly noteworthy. Uber faces public legal battles with the Colorado Public Utilities Commission and other transportation companies within the area. After some early success in opposing regulatory restrictions, the decision facing McCollum and Uber is whether to continue to fight regulation in Colorado or instead proactively work with state politicians to develop a set of ongoing rules under which the industry will be required to operate. The case can be used to introduce or illustrate Porter's Five Forces, industry disruption and disruptive innovation, stakeholder analysis, the legislative and regulatory process, and corporate political strategy.

This case describes the circumstances that led the City Council of Denver, Colorado to consider outdoor advertising restrictions on the medical marijuana industry in 2012. It is written from the perspective of Michael Elliott, executive director for the Medical Marijuana Industry Group (MMIG), a trade association representing over fifty Colorado businesses. The MMIG was founded in 2010 "to help protect and promote the Colorado medical marijuana regulatory framework, serve as a responsible resource for policy makers, and protect the rights of medical marijuana patients." The decision facing Elliott and the MMIG was whether to support the Council's proposed motion (banning outdoor advertising within 1,000 feet of schools, parks, and daycares), oppose the motion, or come up with an alternative proposal for regulating outdoor advertising in Denver.