Business Ethics: Case of Uber, Uber and More Uber

Business Ethics

EXECUTIVE SUMMARY
Present report is based upon the case of Uber, Uber and More Uber. This organisation is
operating business at global level. In order to carry out all the operations it is very important for
the entity to pay attention towards business ethics. It will be beneficial to find solution for all the
problems that are faced by it. Some of them are sexual harassment culture, lower level of
security etc. While planning to find solution for them different theories such as normative and
descriptive could be implemented. The organisation is recommended to perform all the ethical
practices so that it can help to establish good image in mind of internal and external stakeholders.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
Table of Contents.............................................................................................................................3
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Introduction to the case................................................................................................................1
Critical issue of the organisation.................................................................................................2
The way in which company handled the critical issue................................................................2
The concept which is being investigated.....................................................................................2
PART 2............................................................................................................................................2
Application of most relevant normative and descriptive theories of business ethics to the
organisation..................................................................................................................................2
PART 3............................................................................................................................................2
The way in which ethical practices affect the company’s internal and external stakeholders....2
The way in which unethical practices affect the company’s internal and external stakeholders 2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................2

INTRODUCTION
Business ethics can be defined as principles that are followed by an organisation to carry out all
the operational activities in ethical manner. Main purpose of it is to implement such policies that
may help to grow the business by establishing a positive image in the market (Abend, 2016). The
different elements that are focused under it are corporate governance, corporate social
responsibility, sustainability, insider trading, bribery, fiduciary responsibilities, discrimination
etc. The case which is selected for this assignment is Uber, Uber and More Uber. It is one of the
largest cab service companies which are operating business at global level. This assignment
covers various topics such as introduction to the case, critical issues of the entity, the way in
which all of them were handles, description of the concept which is being investigated etc.
Additionally, application of normative and descriptive theories along with affects of ethical and
unethical practices on internal and external stakeholders are also covered in this project.
PART 1
Introduction to the case
Uber which is one of the famous cab service companies around the world faced different
challenges and allegations. All the unethical practices of it resulted in its decreased market and
share and value in different markets. In order to sustain in the market, it is essential for it to
formulate effective strategies for future so that it can deal with all the issues properly. Failure in
retaining the clients and the market share may result in higher losses and bad market image of it
in the market. Uber’s founder Travis Kalanick was questioned about the leadership qualities
because during the year 2017 the organisation was not performing good and it was the time when
the company lost its good market image. Due to this the entity have also lost its market value
which was decreased from 65 billion dollars to 48 billion dollars. Apart from this, the entity also
lost its market share by 10% in US. In 2016 it was 84% and due to the crisis, that were faced by
the entity it was decreased up to 74% in 2017 (Uber, Uber and More Uber case, 2017). One of
the former employees of the enterprise filed a case against Uber regarding its sexual harassment
culture.
1