Managing Innovation in Uber Technology

This report focuses on the importance of managing innovation in Uber Technology. It discusses the firm's overview, problem identification in various functions, resources used for data collection, and the innovation audit methodology. The report also provides a plan for implementing strategies and concludes with the significance of managing innovation in the organization.

Business

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Firm or Industry Overview..........................................................................................................1
Problem identification .................................................................................................................1
Problems identification................................................................................................................2
All resources of data, models, and theoretical concepts..............................................................3
Solution and construct a plan for implementation.......................................................................4
Innovation audit methodology to identify any potential issues...................................................4
PART B Covered in PPT.................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Innovation is defined as main ideas and different thoughts which are used to introduce
something new and attaining the good brand image. This explained as innovative idea that are
uses to change the thoughts in practically (Acar, Tarakci and van Knippenberg, 2019). This is
important for each individual to conduct the market research and bring new products which can
help to develop the organizational productivity. To develop the understanding and managing
innovation Uber Technology has been selected that is American technology company, founded
in 2009 by Garrett Camp and Travis Kalanick. This organization provides services like ride
hailing, food delivery, package delivery, freight transportation etc. that influences number of
customers. The report general background, problem identification, all resources of data, models,
and theoretical concept of the project. Moreover, it covers research methodology, and innovation
audit methodology.
MAIN BODY
Firm or Industry Overview
Uber is an American technology firm that provides different services such as ride hailing,
couriers, freight transportation, package delivery and many more by adopting new technology.
This organization is based on San Francisco and it have operations in more than 900
metropolitan areas. The market of Uber is wider as it have over 93 million monthly active users
worldwide. The market share is 71% for ride sharing and 22% market share for food delivery.
This can help to influence number of customers by delivering better quality of products and
services that provides higher productivity. The services are providing whole worldwide area
because number of employees who are working 26,900 currently. The management of such
organization brings new technology and innovation in their organization that can help to reach
the targeted customers and attain the higher profitability in competitive market (Tidd and
Bessant, 2020). Depending on the location, Uber also offers other level of service at different
prices such as black luxury vehicles, newer or premium level, cars with leather seats, minivan,
hatch backs, electric cars etc.
Problem identification
In business environment there are different functions which should be perform properly
as it can help to operate the business and develop the brand image. This is important for
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management to identify the problem which are pertaining in the business and needs to get the
optimum solution that can help to attain the higher productivity. Uber is large size technology
based company where different functions such as marketing, accounting, operation, and HRM.
Different problems might be arise while running a business or functions that are as explained:
Problems identification
HRM – This is the main function for each organization where HR management is
responsible to identify the vacancy and make efforts to fill the vacant position by recruiting
talented and skilled people. This also conduct the interview round and analysis the employee's
skill that can help to continue the business. In relation to Uber, management face the problem to
recruit skilled employees who can adopt new technology and managing the talent properly. This
affected the organizational productivity and profitability (Liao and Tsai, 2019).
Marketing – This can be explained as promoting function which use to promote the
products and services in changing environment. A person who have good knowledge and
experience in relation to marketing is known as marketing management. In Uber, marketing
function is use to introduce the new services for riding, food delivery, courier and others that can
help to reach the targeted customer. The problem which is identified by management is lack of
productivity or number of customers. The management states Uber has many competitor who
also provides similar services that affects the operation of organisation. To resolve this problem
there is need to have good marketing plan and strategy which can be use to attracts the large
number of customers and increase productivity (Zhou and et.al., 2019).
Accounting – To operate and running a business accounting is main function which is
important to analysis the expenses and allocating budget in particular activities. This is important
for each and every organization to identify financial information, setting a budget, reporting of
transaction, and controlling the functions that can help to maintain the good performance. Uber is
focusing on accounting function where management keeping records of all financial information,
cost controlling and prevention of errors and frauds. The problem associated with accounting
function is lack of knowledge about accounting principles and policies due to which errors
occurring in business activities (Öberg and Alexander, 2019).
Operation – This is another function which is needed to perform properly by focusing on
day to day activities. The management is responsible for this function who conduct the market
research and adopt new technology in their organization that can help to complete the project
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timely. Uber is facing the problem of low performer and lower competitive advantages due to
Covid-19 impact as government put some strict regulation on transportation and operating
business that affected the operation function negatively (Schilling and Shankar, 2019).
Therefore, all mentioned all problems in relation to organizational functions identified by
Uber's management who conduct the market analysis and face the lower productivity. The
management is required to understand all functions and provide training to their staff who can
work effectively by solving problems and formulating effective strategies.
All resources of data, models, and theoretical concepts
To conduct the research Uber using different resources such as:
Primary resource: This can be explained as primary method that use by researcher to
collect data, and information from first hand resources.
Secondary resource: This means when data and information are collected from
secondary resources or already collected data that can help to manage the good performance.
Uber is using both primary and secondary method of research. In primary it collects data
from questionnaire, case study, focus group, observation and others that can help to manage the
good performance. On the other side, secondary data is collected from Youtube, Podcasts, blogs,
and vlogs. This can help to complete the project timely and attain the good performance
(Alayoubi, Al Shobaki and Abu-Naser, 2020).
Research Methodology:
Research methodology is defined as specific technique and procedure that uses to
identify, analyse information, select, process, and controlling them by using critical study. The
researcher should be focus on various task and manage the good performance. Different research
methodology of innovation and creativity are explained as:
Six sigma: This can be explained as most effective methodology that commonly used to
find new efficiency and process of working for the purpose of brining improvements. The major
components of process are define, measure, analyse, improve and control that can help to
develop the business productivity and profitability. By using six sigma approach or method Uber
analysis the problem and bring the improvement in their existing performance by adopting new
technology and innovation process. This can help to attain the business goals and objectives.
Design thinking: This can be define as another approach which uses to introduce or
designing new products at the workplace for the purpose of attaining the business goals. It has
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been seen that many of customers demand different design and feature of products that influence
the customers.
The management can be use the process driven and product driven that can help to
introduce the variety of products. Moreover, main focus is physical, virtual and online methods
to conduct the research and attaining higher performance in the competitive environment. All
theses methodology is used to adopt the new technology in their existing cars which supports to
fill the objectives properly.
Solution and construct a plan for implementation
In relation to Uber, Product driven approach is implemented by management who
conduct the market analysis and new and better quality of products are provided that influence
customers. Mainly this solution supports to operate the business effectively. Thus, it is
appropriate strategy in which chosen organisation deliver the good quality of products and
attaining the higher performance.
A Plan for implementing the strategies:
To identify the problem: The management of Uber should be identify the problem
which is pertaining in case of adopting new technology and managing change at the workplace.
To find out a solution: The management and employees who works in the organization
is require to find a solution that cab help to solve the problem.
To provide the training: There is need to provide proper training and development
programme which get ready to employees for good working and managing their talent
effectively. By providing training staff get ready to accept the changes easily and attain the
higher profitability (Bashir and Farooq, 2019).
Justification: By following all stages and planning Uber can adopt the changes and
planning in their organization that can help to manage innovation and increase the business
performance. The management and leader of selected organization provides training to staff that
build their confidence to work effectively.
Innovation audit methodology to identify any potential issues
Innovation Audit methodology is defined as a way to understand how effective an
organization is managing innovation and changes. Individual employees are asked to identify the
problem and giving their opinions at different aspects that are used to developing the business
and attaining the higher profitability. Auditing is the examination and inspection of different
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technology that used by Uber organization in order to introducing new model of car and
increasing the operational activities by performing well at the workplace. This can be useful for
management to bring the new technology and activities that can help to attain the business goals
effectively (Singh and et.al., 2019).
This methodology mainly use by management to identify any potential issues that is
related to business and operation then provide optimum solution which can help to attain the
higher productivity. The marketing management looking towards market place and make efforts
to introduce new products as per customer's demand which can help to complete the project and
attain higher productivity.
PART B Covered in PPT
CONCLUSION
From the report it has concluded that managing and developing innovation is the
important aspects of business which uses to provide the range of products and services. Primary
and secondary method used to collect data from various resources. Innovation model and other
methodology is being use to provide the new products that can help to manage the higher
profitability at the workplace. Innovation audit is the appropriate method that uses to analysis
mathematical information and making right business decision.
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REFERENCE
Books and Journal
Acar, O. A., Tarakci, M. and van Knippenberg, D., 2019. Creativity and innovation under
constraints: A cross-disciplinary integrative review. Journal of Management. 45(1).
pp.96-121.
Tidd, J. and Bessant, J. R., 2020. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.
Liao, Y. C. and Tsai, K. H., 2019. Innovation intensity, creativity enhancement, and eco‐
innovation strategy: T he roles of customer demand and environmental
regulation. Business Strategy and the Environment. 28(2). pp.316-326.
Zhou, J., and et.al., 2019. Understanding the receiving side of creativity: A multidisciplinary
review and implications for management research. Journal of Management. 45(6).
pp.2570-2595.
Öberg, C. and Alexander, A. T., 2019. The openness of open innovation in ecosystems–
Integrating innovation and management literature on knowledge linkages. Journal of
Innovation & Knowledge. 4(4). pp.211-218.
Schilling, M. A. and Shankar, R., 2019. Strategic management of technological innovation.
McGraw-Hill Education.
Alayoubi, M. M., Al Shobaki, M. J. and Abu-Naser, S. S., 2020. Requirements for Applying the
Strategic Entrepreneurship as an Entry Point to Enhance Technical Innovation: Case
Study-Palestine Technical College-Deir al-Balah.
Bashir, M. and Farooq, R., 2019. The synergetic effect of knowledge management and business
model innovation on firm competence. International Journal of Innovation Science.
Singh, S. K., and et.al., 2019. Top management knowledge value, knowledge sharing practices,
open innovation and organizational performance. Journal of Business Research.
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