This report provides a detailed analysis of Uber's business model, including a SWOT analysis, challenges faced, and recommendations for future growth. The report also includes a literature review on the impact of digital disruption on the ride-sharing industry. The aim of the research is to examine the growth strategy of Uber and provide recommendations for sustainable growth. The report covers topics such as the sharing economy business model, the impact of digital disruption on the five forces, and the external environment of Uber's emergent technologies. The report is based on a case study published in Harvard Business Review in 2017.