Managing Innovation in Business

Managing Innovation in
Business

Executive Summary
Innovation Management has become an important aspect for all companies operating in
different industries if they want to be successful and profitable. Transportation industry has
transformed drastically over the last 10 years and has changed the way in which used to travel
from one place to another. Uber is an international company that offers ride services to the
customers thereby helping towards securing the environment. The company has overcome many
challenges and issues by innovative its products and services according to the situation. It
continues to do so and aims to build a business that is sustainable as well as profitable.

Contents
Executive Summary...................................................................................................................................2
INTRODUCTION.....................................................................................................................................4
The Organization & Industry Overview..................................................................................................4
The Organization and its Innovation History...........................................................................................4
The Organizations existing Innovation Performance and Capabilities.....................................................5
The Industry in Future.............................................................................................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Appendix..................................................................................................................................................10

INTRODUCTION
Managing innovation can be defined as a process which is an integration of change
management and management of innovation processes. It is advantageous for a company as it
creates a sense of productivity as well as creativity within the organization (Aas, Jentoft and
Vasstrøm, 2016). Organization chosen for this report is Uber, which is an American international
company that offers services like ride-sharing, ride service, food delivery etc. The purpose of this
report is to examine the innovation history of the company, its present level of innovation
activities and innovation requirements for the future. The report provides an overview of the
company as well as the industry in which it operates.
The Organization & Industry Overview
The Organization and its Innovation History
Uber is an American international ride service provider that offers ride-sharing services,
food delivery etc. The company was founded in the year 2009 by Garrett Camp and Travis
Kalanick. The company has operations in nearly 785 metropolitan cities across the world and can
be accessed via its mobile applications and online website. Uber Technologies is headquartered
in San Francisco, California. The customers can connect with the drivers near to them and book a
ride. Uber offers rides in different kinds of vehicles like cars, motorbikes, auto rickshaws etc.
Uber was an innovative idea that was converted to business wherein people could easily book
rides through their smartphones (Biemans, 2018). The innovation history of the company is
explained below with the help of PESTEL analysis, which a tool used to identify the macro
environmental forces that act on an organization.
Political Factors – The United Kingdom is one of the powerful countries in the world
and is also politically stable. But Brexit created different uncertainties and other issues. It caused
an increase in the overall prices of the fuel as well as cars that impacted the operations of Uber
(How Brexit could affect the average UK driver and what it means for the motoring industry,
2020). The company coped up with this factor by continuing to serve the people through mobile
apps and targeting millennials.