Impact of Change in Strategy on Marketing, HR, Operations Management, and Finances in Uber

Organisational Behaviour
& Management

Table of Contents
Case Study background: Uber and the Ethics of Sharing – Exploring the Societal Promises and
Responsibilities of the Sharing Economy........................................................................................1
Scenario 1: Uber aims to become a brand that is recognised for their high level of Corporate
Responsibility..............................................................................................................................1
INTRODUCTION...........................................................................................................................1
How the change of strategy will impact Marketing, Human Resources, Operations
Management and the finances within the organisation...............................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

Case Study background: Uber and the Ethics of Sharing – Exploring the
Societal Promises and Responsibilities of the Sharing Economy
Scenario 1: Uber aims to become a brand that is recognised for their high level of Corporate
Responsibility.
INTRODUCTION
Organisational behaviour can be defined as the comprehensive study of human behaviour
within an organisational context, the communication between humans and the company, and the
company itself. The case study on UBER presents 3 main defaults executed on the part of this
organisation. The first one is identified to be riots done by taxi drivers within Paris as a
subsidiary of UBER was acknowledged to be stealing their business without taking into due
account the regulations and rules of trade. The second default took place within London whereby
the UBER drivers sued the organisation, insisting it to pay them the minimum wages and to
abide by the same safety regulation like other employers (Uber and the Ethics of Sharing:
Exploring the Societal Promises and Responsibilities of the Sharing Economy, 2020). The third
case witnessed the tax office crashing down within Australia demanding the UBER drivers to
pay national business taxes upon every fare.
All the 3 cases were ethical breaches on the part of the company in direct or indirect
sense. However, UBER put forth the argument that it was not the prime responsibility of the
company to look into those matters. The reasons behind stating the same was declared to be that
the responsibilities related to transportation regulations, labour rights, business tax, safety are
deferred by the entity to its wide range of driver partners, out of which some are just normal
individuals who pick passengers by way of their personal vehicles (Uber and the Ethics of
Sharing: Exploring the Societal Promises and Responsibilities of the Sharing Economy, 2020).
The company stays adamant upon one statement that it just gives an online platform which
connects customers with the independent contractors who are acknowledged to be drivers that
are in business with them. The company is proposing to change its strategy in order to make sure
that no unethical or illegal activities get conducted under its jurisdiction. This is aimed at
improvement of the brand image and financial performance of the corporation in the global
market place. The current report seeks to gain an insight into the impact of change of strategy of
UBER upon marketing, operations management, human resources and finances of the company.
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