Organising and Managing Innovation: UBER

1 | P a g e
Organising and Managing Innovation:
UBER

2 | P a g e
Table of Contents
Introduction......................................................................................................................................3
Strategic Summary of UBER...........................................................................................................3
Organizing and Managing Innovation: UBER................................................................................6
Innovative USP of Uber and its role in offering UBER competitive advantage.........................6
Type of innovation at Uber..........................................................................................................7
Effective implementation and monitoring of innovation by Uber.............................................10
Strength, weakness and the challenges faced by Uber..............................................................11
Conclusion.....................................................................................................................................13
Reference List................................................................................................................................15

3 | P a g e
Introduction
The business environment is dynamic and considered to be turbulent due to rapid changes in its
components. The success of innovative theories necessitates effective management policies and
approaches in the organization. Any breakthrough in management leads to a potent advantage in
an innovation organization, the companies looking forward to adopting unique and innovative
approaches for the service and product delivery; require intricate and strict monitoring and
management (Nicholls, 2018). Linus is one of the best evidence of the management innovation
system. Another example is the success of Visa. It is the pioneer most near-virtual organization
that owes its achievement to the effective management of their innovation. The history of
organization innovation is filled with the success stories of different brands with such live
examples (Howaldt, et al., 2016).
The aim of this essay is to highlight the aspects of organizing and managing innovation in an
organization. The assignment will reveal the innovative approaches of Uber and how well it is
managed by their organization. The revolutionary success of Uber is contributed to their
effective ways of managing innovation.
Strategic Summary of UBER
The very idea of Uber cabs struck the founders when the individuals Travis and Garrett were
unable to get a cab on the streets of Paris, back in 2008. The idea materialized into action and the
final product in 2010 when Uber Cab connected to their first customer in San Francisco. Later, to
distinguish themselves separately from the taxicab, the company shortens its name to "Uber"
(Uber.com, 2019). It was a pioneer most organization designing smartphone-based app for
booking and availing cabs. Their journey of success went beyond the streets of San Francisco

4 | P a g e
and reached Paris. Later in the years that came by, Uber expanded its business service to almost
every alternative nation in the world. Uber ride includes UberX, UberPool, XL, Bikes, etc. that
serve a variety of customers (Uber Newsroom, 2019). Uber did not restrict their product mix to
automobiles. It started delivering ice creams and sweets in different cities located in the United
States. Later in 2015, the brand launches Uber Eats, which delivers delicious foods on demand
(Uber.com, 2019).
Figure 1: Demographics of Uber Users in the United States
(Source:Iqbal, 2019)
Uber has positioned its service-product very strategically. The brand segmented the market
demographically, based on age, gender, income group and urban context of the clients. The
middle-income group citizens or females owing to their safety mainly access Uber Pool. The