Epic Misbehavior at Uber Technologies

Running head: IT PORTFOLIO THEORY AND RESOURCE BASED VIEW
IT portfolio theory and Resource Based View: Uber
Name of the Student:
Name of the University:

1IT PORTFOLIO THEORY AND RESOURCE BASED VIEW
Executive Summary
It has been found that Uber has amazingly changed the transportation system all over the world.
Infact Uber has adopted almost all the market winning strategies from past 4 to 5 years. From the
business model canvas of Uber it is identified that the key IT assets that are successfully
maintaining by Uber include Uber engineering, basic features of the driver app and the passenger
app. Apart from that, the other IT assets of Uber include geolocation, booking interface of the
passenger app, its push notification, payment processing, login and registration approach, price
calculator, customer service desk and rating and review. The key resources of Uber are its
network which includes both the driver and the passenger, the application platform for their
passengers and drivers, the improvement algorithm, network growth and mostly the maintenance
of the brand image. In order to channel the brand of Uber is dependent on social media channel.

2IT PORTFOLIO THEORY AND RESOURCE BASED VIEW
Table of Contents
Introduction......................................................................................................................................3
IT portfolio theory View..................................................................................................................4
RBV theory and VRIO analysis......................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendices....................................................................................................................................10
Appendix 1.................................................................................................................................10
Appendix 2.................................................................................................................................11

3IT PORTFOLIO THEORY AND RESOURCE BASED VIEW
Introduction
In regards to innovation approach and business management some organizations are
there, that are leading the competitive market efficiently. The company nominated in the report
whose IT portfolio theory, resources and capabilities are demonstrated is Uber (Ng 2016). In
order to grab customer globally the innovative business model and IT asset management
approach used by the Uber is very advanced and new as well.
After analyzing the detail financial report of Uber it is identified that there are many
companies including mew startup as well are becoming tough competitor to Uber due to their
efficient services and strong customer base (Feng 2017). Companies that are competing against
Uber include Zoox, DoorDash, and technical titans such as Amazon, Alphabet, Apple etc. Apart
from that the other direct competitors of the company are Lyft, Ola, Creem, Didi, Yandex.Taxi,
Taxify etc.
Uber uses marketing mix strategy considering the demographic as well as geographic
segmentation variable. It helped Uber to set its pricing category service accordingly. For the
sharing of wallet customer convey in and to make sure the way through which wallet size can be
increased are determined by Uber with differentiating targeting strategy.
For the business model canvas of Uber it is analyzed that, Uber’s customer base is strong.
The relationship with customers is developed is different to the drivers, public and regulators.
For the drivers and riders Uber is focused on safety, fair and secure (Zhu and Laptev 2017). For
public it is communal and social footprint consideration and for the regulator it is about taxation,
compliance and transparency.