Layers of Intangibles Across Intelligent Learning Ecosystems

Running head: IT PORTFOLIO AND RBV THEORY
IT Portfolio and RBV Theory
Name of the Student
Name of the University
Author Note

IT PORTFOLIO AND RBV THEORY1
Executive Summary
Uber is an organisation that was first established in 2009 for providing online cab services to
its users. The organisation has some primary Information Technology assets, resources and
capabilities that has been selected for the development of this report. There have been several
asset associated with Uber that includes its own design of application, the CRM system, the
cabs that Uber uses for providing services, the strategic investments that it has made in the
market and others. All these provide the business with a competitive advantage for which it
has gained a considerable competition in the market and has managed to stay ahead for
several years. However the company has also made mistakes according to the Framework
analysis of valuable, rarity, imitability, organisation assets which provide some advantages to
the organisation but at the same time does not occur to be helping the organisation much from
the other competitions in the market.

IT PORTFOLIO AND RBV THEORY2
Table of Contents
Introduction................................................................................................................................3
Organisational Background....................................................................................................3
IT Portfolio theory view.........................................................................................................4
RBV theory and VRIO analysis.............................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................9

IT PORTFOLIO AND RBV THEORY3
Introduction
Uber started its online cab service in the year 2009 and has sofa evolved into a
multinational organisation from a small scale business. Uber has sofa gathered up
proliferation of online cab services with significant capitalisation. There have also been
several Areas where the company's reputation depended upon the social and ethical stumbles
with the regulators and huge market competition. The organisation has enjoyed huge turnover
from the day it started to the latest Times. However, there has been significant loss in assets
for the company during its part of rapid growth (Barham 2017). This particular contradiction
of the organizations growth beginning with losing money on a grand scale gives rise to a
potential question about the profits of the organisation and its position in the market and how
it is dealing with the competition in the market. There are several businesses that has grown
locally in the market who alongside Uber has also started providing online cab services.
There are several reasons why the initial success of Uber is right now stumbling upon due to
the rise in competition in the market. Uber is of the opinion that the business model should be
based upon the three basic features or components, which are the cab drivers, passengers and
the fare payment.
Organisational Background
Uber work their business model by making the customer’s request for a cab and then
the app provides pickup and drop location. The request is received by the organisation and
the passenger information is sent to the driver. Based on their availability and convenience
the taxi driver either accept or reject the ride, but when the ride is accepted then the user is
notified and an acceptance along with information of the taxi driver is provided to them
which then allows the application to make sure that the users are able to track the route for
the cab and the estimated time of arrival. When the cab reach the destination the rider is