Cultural Diversity as a Mechanism for Innovation: A Case Study of Uber Taxi

This research project explores the relationship between cultural diversity and innovation within the workplace, specifically focusing on Uber. The study aims to understand the different cultural diversity practices at Uber, assess the company's innovation efforts, and analyze how cultural diversity contributes to innovation. Through a combination of qualitative and quantitative research methods, including a literature review and a survey of Uber staff, the project seeks to identify strategies for promoting innovation through cultural diversity. The findings will provide valuable insights for Uber and other organizations seeking to leverage diversity for competitive advantage.

Higher Nationals
Assignment Brief – BTEC (RQF)
Higher National Diploma in Business
Student Name xxxxxxxxxxxx ID xxxxxxxx
Unit Number and Title Unit 11 – Research Project
Academic Year 2019-20 Cohort April 19 Block 2 and 3
Unit Leader Seethalakshmy
Nagarajan
Assess
or
Ibrahim Adewusi
Assignment Title Research on Equality and Diversity in the workplace
Issue Date 13.07.2020
Submission Start Date
(Formative)
28.09.2020
Submission Summative 10.10.2020
IV Name Syed Ahmed
IV Date
Learners Declaration: I certify that the work submitted for this unit is my own and
the research sources are fully acknowledged.
Learners Name: xxxxxxx
Please copy the above and insert it into your assignment's front page.
Academic Misconduct:
Any act of Academic Misconduct will be seriously dealt with according to the College’s and
awarding bodies’ regulations.
Academic misconduct includes, but is not limited to, the following: Verbatim (word for
word) quotation without clear acknowledgement, cutting and pasting from the Internet
without clear acknowledgement, collusion, inaccurate citation and failure to acknowledge
assistance.
Plagiarism is presenting someone's work as your own. It includes copying information
directly from the web or books without referencing the material; submitting joint
coursework as an individual effort; copying another student's coursework; stealing
coursework from another student and submitting it as your work.
Suspected plagiarism, and any other cases of suspected academic misconduct, will be
investigated and if found to have occurred will be dealt with according to the College
procedure. (For further details please refer to 5o.I the Academic Misconduct Policy and
Procedure; 5o.ii Academic Misconduct Student Guide; Academic Good Practice Handbook,
all available on HELP.)

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Research Proposal Form
Student Name: ______________________ Student ID: ____________
Centre Name: _____________________
Tutor: ________________ Date: ___________________
Unit: ____________________
Proposed Title: ______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or hypothesis)
CULTURAL DIVERSITY AS A MECHANISM FOR INNOVATION: CASE STUDY OF UBER TAXI
Research objectives (e.g what is the question you want to answer? What do you want to learn how
to do? What do you want to find out?):
The objectives of this research study are as follows –
 To understand the cultural diversity and practices at the workplace of Uber.
 To assess the innovation at Uber.
 To understand cultural diversity as a driver of innovation.
 To recommend the strategies of cultural diversity which lead to innovation at the Uber.
This study will try to figure out the answers to the following questions –
Q1. What are the different practices of cultural diversity at the Uber?
Q2. Discuss the innovation at Uber?
Q3. How cultural diversity does promote innovation at Uber?
Q4. What strategies of cultural diversity should be adopted by the Uber to promote innovation at Uber?
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g links to other subjects you are studying, personal interest,
plans, knowledge/skills you want to improve, why the topic is important):
This research focuses on the cultural diversity that promotes innovation at Uber. This research topic has
been selected because it helps me in understanding the different aspects of cultural diversity at the Uber.
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In addition to this, the practices of innovation will also be discussed. However, the role of cultural
diversity in promoting innovation at the workplace is the main focus area of this research, therefore, it
will also be discussed in this research study. Despite the knowledge about cultural diversity and
innovation, this study will also be helpful in my academic coursework.
Section Three: Literature sources searched
Use of key literature sources to support your research question, objective or hypothesis:
The year 2017 was the year of evolution and practical steps for the uber. This year emerge as the roller-
coaster ride for the organisation uber. This time the organisation has started to focus on the cultural
environment at the workplace and that should be understood by every employee. It has been analysed
that several people passionately cared for the inclusion and the diversity, but the same people having fear
of saying or doing something wrong. Doing something innovative by including the program of inclusion
and diversity is the ultimate goal of many technological organisations (Nederveen Pieterse et al., 2013).
The company was in very need of paying focus on inclusion and diversity program. The approach to
diversity has been focused in a very intersectional way which mainly includes 4 steps, individual
employees: the main objective of the organisation is that feeling of a sense of belonging has been felt by
every individual. Also, the ability to work as both mirror and model inclusion should be fulfilled by the
employee (Nathan and Lee, 2013). Role of every employee is important in creating awareness about the
diversity in the workplace. Apart from this, the organisation should have to focus on eliminating the
biases among the employee and to treat every worker with equal rights apart from the background of the
employee. In addition to this, the main importance of inclusion and diversity at the workplace is to
understand the quality of leaders at every level. Transmission of messages and information has become
very easy throughout the company by implementing diversity programs. Doing meaningful work at
respective jobs which leads to, creating the difference among the society. Implementing diversity in the
workplace also impacts a positive image of society (Bouncken et al., 2016).
According to Drucker (2014), by the excellence operational management across the world, a rapid
transformation has come into the organisation. Innovative ideas and investment in the market help the
uber to beat their competitors in the market. As the company is expanding very rapidly, so by using the
advance technology they are expanding their business such as real delivery and freight. In terms of
transportation uber has emerged out as a very dominant player. According to a report in 2009, it has been
evaluated that uber has completed 15million trips daily (Trimi and Berbegal-Mirabent, 2012). There are
some innovative ideas which add glory in the success of UBER such as net income has been enhanced by
making the unit economy strong. The payback period is believed to be lessees than 4 months.
Unprofitable at the moment but pairing the investment with better execution can enhance the growth of
the uber and it also promotes the value creation for the company. Repeated playbooks and data
democratization has helped the organisations to create a wide range of the market. Impressive targets
have been achieved by the uber and at the current time, it has been operating in more than 700 cities
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across 63 countries. The approach to expand and methodical approach has rapidly enhanced the ability of
uber. With the strategy to "if you cannot beat the bigger organisation try to join and deal with bigger
organisations" has driven the company in the international market with bigger partnerships and better
investments (Onetti et al., 2012). Implementation of incremental services ideas which includes the
sharing of wallet among the riders and also sharing of income among drivers. Uber has been emerged out
as a global ridesharing leader, and also in that sector, it comes out as a fast following company which
follows the strategy of moving fast rather than following for first position (Soriano and Huarng, 2013.).
According to Hewlett et al., (2013), former engineer of uber has investigated her negative experience
after working at Uber. After this big criticism has been accorded against the uber. Video of Australia
exchange with the Uber's CEO in the last week that makes the matter worst. Internal meetings have
occurred within the company and Uber has been responded very quickly but on social media platforms,
frustrated employees have revealed their and their anger. Relatively large impact on culture that has been
influenced by people with higher status. As their values and behaviours motivate others and act as a role
model for them. The work of counter is not only to organise and manage the company but also they have
to create a cultural environment within the workplace (Elia et al., 2019). Core culture has been certified
over time and values and once it solidifies it becomes difficult to change the culture. Status seeking is an
underlying concept which acts as a driving mechanism. Every organisation wants to attract higher
performers and uber has always been known for its performance driving policy with a culture of top
talent and high standards. Implementing a culture for higher performance can become a culture for the
success of any individual at any cost (Zhan et al., 2015). Diversity and inclusion programs are finally
drawn. Identify own issues can be done by the people by reviewing key matrix such as performance,
promotion, salary along with other parameters. These issues can be monitored and tested by
implementing the surveys for the employees. Understanding the politics behind culture is the first line of
defence against the toxic cultures of the organisation. A senior leader should support and address the
issue in case if HR identifies any negative impact of the culture in the workplace. The executive should
work on implementing positive culture at the workplace which directly leads the employees to drive the
innovative ideas with the teamwork and collaboration which leads to enhance their performance (Brunow
and Stockinger, 2015).
References
Bouncken, R., Brem, A. and Kraus, S., 2016. Multi-cultural teams as sources for creativity and
innovation: The role of cultural diversity on team performance. International Journal of Innovation
Management, 20(01), p.1650012.
Brunow, S. and Stockinger, B., 2015. Establishments' cultural diversity and innovation: evidence from
Germany. The economics of cultural diversity. Edward Elgar Publishing.
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Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Elia, S., Petruzzelli, A.M. and Piscitello, L., 2019. The impact of cultural diversity on innovation
performance of MNC subsidiaries in strategic alliances. Journal of Business Research, 98, pp.204-213.
Hewlett, S.A., Marshall, M. and Sherbin, L., 2013. How diversity can drive innovation. Harvard business
review, 91(12), pp.30-30.
Nathan, M. and Lee, N., 2013. Cultural Diversity, Innovation, and Entrepreneurship: Firm‐level
Evidence from L London. Economic Geography, 89(4), pp.367-394.
Nederveen Pieterse, A., Van Knippenberg, D. and Van Dierendonck, D., 2013. Cultural diversity and
team performance: The role of team member goal orientation. Academy of Management Journal, 56(3),
pp.782-804.
Onetti, A., Zucchella, A., Jones, M.V. and McDougall-Covin, P.P., 2012. Internationalization, innovation
and entrepreneurship: business models for new technology-based firms. Journal of Management &
Governance, 16(3), pp.337-368.
Soriano, D.R. and Huarng, K.H., 2013. Innovation and entrepreneurship in knowledge industries. Journal
of business research, 66(10), pp.1964-1969.
Trimi, S. and Berbegal-Mirabent, J., 2012. Business model innovation in entrepreneurship. International
Entrepreneurship and Management Journal, 8(4), pp.449-465.
Zhan, S., Bendapudi, N. and Hong, Y.Y., 2015. Re‐examining diversity as a double‐edged sword for
innovation process. Journal of Organizational Behavior, 36(7), pp.1026-1049.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection, numerical
analysis, tutor meetings, production of final outcome, evaluation, writing
the report):
How long this will
take:
Milestone one: Completion of comprehensive Literature Review & Research Methodology
Target date (Set by tutor): Tues, 23rd Oct 2020
Milestone two: Data Collection Analysis and Results of Findings
Target date (set by tutor): Tues, 6th Nov 2020
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Milestone Three: Evaluation and Recommendation
Target Date: Tues, 20th Nov 2020
Gantt Chart
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Completion of comprehensive Literature
Review & Research Methodology
Data Collection Analysis and Results of
Findings
Evaluation and Recommendation
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What your
areas of research will cover:
Research methods
Quantitative research method
Define and identify the two simpler factors that have been used in quantitative research. Numerical data
has been produced and it has been investigated using statistical methods. The most common source of
quantitative data includes surveys, observation secondary data. Quantitative data has been investigated
by using a wide range of statistical techniques. For understanding the relation between groups of subjects
other techniques such as cluster analysis have been used. For investigation quantitative method is not
necessarily the most suitable method. Quantitative methods can also be used to examine the phenomenon
which is not numerical.
Qualitative research method
The research which does not involve any numbers is called a qualitative research method, it includes
words or language, pictures, photograph and observation can also be used in this type of research
methods. In the UK and Europe, this method is preferable over quantitative method. Which data can be
carried out by investigating the qualitative research methods which give deep knowledge for exploring
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the research. The sources of qualitative data include face-to-face interaction, focus groups, postcards for
small scale written test, secondary data which mostly includes diaries and past events, and observations.
A wide range of scope can be driven from the qualitative data as this includes a variety of sources.
In this research study, both qualitative and quantitative methods will be adopted. Qualitative data will be
collected through different pieces of literature such as articles, journals, books etc. and will be presented
through a review of the literature. While the quantitative data will be conducted through a survey
questionnaire. The participants of this questionnaire will be the staff of the Uber. The consent of the
participants will be taken through the mail. In addition to this, the quantitative research will be conducted
through online methods due to the restrictions of the COVID-19 pandemic.
Comments and agreement from the tutor
Comments (optional):
I confirm that the project does not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments and agreement form project proposal checker( IV sampling)
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree: (Name of the IV) Date
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Page Break
Research Ethics approval form
All students conducting research activity that involves human participants or the use of data collected from
human participants are required to gain ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed research fully with your unit tutor.
Please complete this form in good time before your research project is due to commence.
Section 1: Basic details:
Project title: CULTURAL DIVERSITY AS A MECHANISM FOR INNOVATION: CASE STUDY
OF UBER TAXI
Student name: xxxxxx
Student ID number: xxxxxxx
Programme: HND Business-Unit 11
College Name: Regent College HE
Intended research start date: 12th October 2020
Intended research end date: 20th Dec 2020
Section 2 Project summary
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Please select all the research methods that you plan to use as a part of your project:
 Interviews Yes
 Questionnaires Yes
 Observations Yes
 Use of personal records Yes
 Data Analysis Yes
 Action Research No
 Focus Groups No
 Others (Please specify) :
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Yes
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults: Yes
How will participants be recruited (identified an approached)? Participants will be recruited online.
Describe the processes you will use to inform participants about what you are doing: through emails
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time? Online consent will be taken
from the participants due to the restrictions of COVID-19 outbreak.
Studies involving questionnaires: will participants be given the option of omitting questions that do not
wish to answer? N/A
()Yes No
If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation:
Confirm whether participants will be asked for their informed consent to be observed. N/A
()Yes No
Will you debrief participants at the end of their participation (i.e give them a brief explanation of the
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study)? N/A
Yes No ()
Will participants be given information about the findings of your study? (This could be a summary of
your findings in general) N/A
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection Act
(1998)
Yes or N/A
Who will have access to the data and personal information? Only the researcher
During the research: only the researcher
Where will the data be stored? USB storage and laptops
Will mobile devices such as USB storage and laptops be used N/A
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored? USB storages, laptops etc.
How long will the data and records be kept for and in what format? Two months after the completion of
the research
Will data be kept for use by other researchers? Yes No 
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns? If so, please
outline how you will deal with these: No
It is important that you demonstrate your awareness of potential risks that may arise because of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
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limited to the following : N/A 
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in
the course of my research
Name: xxxxxxxx Date: xxxxx
Please submit your completed form to your supervisor and also attach to the Research Project
when submitting the full Research Project on Turnitin.
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