Lack of Safeguard in Uber's Business: A Corporate Governance Perspective

This report evaluates the lack of safeguard in Uber's business and its impact on users and employees. It identifies the issues related to bad governance conduct and provides recommendations for long-term growth.

BM628 Individual Written
Report

Table of Contents
INTRODUCTION/ Background .....................................................................................................1
Aim and Objectives..........................................................................................................................1
Rationale .....................................................................................................................................2
LITERATURE REVIEW ...............................................................................................................3
RESEARCH METHODOLOGY ....................................................................................................8
FINDING AND RESULTS...........................................................................................................11
Recommendation.......................................................................................................................18
REFERENCES..............................................................................................................................21
APPENDIX ...................................................................................................................................23

INTRODUCTION/ Background
Corporate Governance is the collection of mechanisms, processes, and relations used by
different parties to control and operate a corporation continuously. Nowadays, technology is
changing rapidly where it became important for organizations to understand and implement
which can help to develop business activities and productivity. A person and group of people are
able to understand and adopt new technology then it will be an opportunity to grow their
business and functions (Kovermann and Velte, 2019). In case an organization is not able to use
new technology and safety in their business than could be seen as discontinuing and liquidation.
The present report is based on the Lack of safeguard in Uber's business that might be creating the
challenge to run it continuously. The company was founded in 2009 by Travis Kalanick, Garrett
Camp, and Ryan Graves for the purpose of providing a better quality of products and services to
their customers. Uber is also holding a long story regarding its corporate governance, ethics, and
associated risks. The human resource and leader play an important role by offering a better
quality of services and activities. By the research done into this report, it will be possible to
identify the major problems found in the company related to bad governance conduct, and also
provide recommendations in order of outcome the respective issues. The report involves aims,
objectives, literature review, primary or secondary research, and methodology that develop the
understandings and skills of a researcher.
Aim and Objectives
Aim
“To evaluate the lack of safeguard in Uber and its impact on users and employees”. A
case study of Uber.
Research Objectives
 To identify the concept of corporate governance and its importance in company success.
 To determine the issues Uber is facing in relation to lack of safeguard and its impact on
users and employees.
 To evaluate potential corporate governance strategies that Uber can implement to
overcome the issues for long-term growth.
Research questions
 What is the concept of corporate governance and its importance in company success?
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 What are the issues Uber is facing in relation to the lack of safeguard and its impact on
users and employees?
 What are the potential corporate governance strategies that Uber can implement to
overcome the issues for long-term growth?
Rationale
The main reason for conducting research is to develop understanding and knowledge
about corporate governance which is important to apply in an organization for the purpose of
developing their business. While starting and running a business it is important to understand
what people want and how they could be influenced so that kind of products and services should
be provided accordingly with the help of new technology and innovation. For all companies,
corporate governance became vital used for mobility as a service to check and control
mismanagement that arises while working. The researcher will develop their understanding of
corporate governance and strategies to overcome the lack of safeguards in UBER's business. The
current project will help to improve its personal and professional knowledge. In professional
content, it would provide knowledge about corporate governance and lack of safeguards in
business. Other than this, in the personal area, it would develop communication and research
skills (Asensio-López, Cabeza-García and González-Álvarez, 2019).
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LITERATURE REVIEW
A literature review is an overview of published works on a specific topic that can help to
develop understanding to reach positive outcomes. This is a piece of academic writing,
demonstrate knowledge on specific topic placed and managed. A person requires to have proper
information and use it appropriately. A literature review involves scholarly sources that relates to
topic and research questions. The current research is about corporate government which needs to
be follow while running their business as it can help to fill customer demand and provide safety
while getting products and services (Singh, Tabassum, Darwish and Batsakis, 2018).
To identify the concept of corporate governance and its importance in company success.
As per view point of Khan (2019), Corporate governance is the set of rules, practices, and
processes by which businesses are operated, regulated, and controlled. This is important for an
organization to understand what is running in the business environment and how their customers
could be influenced by their products and services. This term encompasses the internal and
external factors that affect the interests of a company's stakeholders involving customers,
suppliers, government regulators, and management that support to development of organizational
performance and productivity. Whenever a business is started by an individual then it needs to
follow all rules and regulations which are formulated by the government for smooth operation
and maintain higher performance (Aguilera, Marano and Haxhi, 2019). As per corporate
governance, all shareholders should be treated equally and fairly that can support a business to
grow it continuously. All the information in relation to products and services should be clearly
defined to people so that the right decision could be made.
Corporate governance is most important to organization success as it lays infrastructure
of the accurately disciplined board and healthy harmony between employer and management,
which makes the management capable of taking right action. This also helps to build strong
relationship between the company and external shareholders of the organization. Without
following the rules and regulation could be challenging to operate their business and maintain
productivity. Good corporate governance leads to ethical business practices, which has resulted
financial viability. This also helps to manage all business activities and functions in changing
environment, supports to develop organizational performance and productivity. In relation to
Unber, large size technology based company that make the use of corporate governance as it
enables company to achieve their goals, make formal decision, control risk and assuring
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compliances. This shows a way how an organization could accomplish their business goals and
objectives (Muradov and Sidorova, 2018).
To determine the issues Uber is facing in relation to lack of safeguard and its impact on users
and employees.
As per to the view point of Daiser, and Wirtz, (2021), the first thing that strikes mindset
of the booking a cab is regarding the safety and measures. It have been reported that the women
customers had faced severe issues in terms of their safety and safeguard. The management of the
Uber manage follows the technology company and it follows the sole functions that will connect
to the drivers and passengers. Corporate governance also relates to the set of the norms,
processes or the laws through which management are operated, regulated and as well as
controlled. The term encompasses the internsic and as well as external factors that will have an
impact on the managerial stakeholders, shareholders, consumers, suppliers, government
regulators and organisation.
As per to the view point of Hichri, (2021), The management of the Uber follows the
obliged manner to pay the social security taxes, unemployment insurance, and as well as
worker's compensation. Safety concerns will have raised in some cities and states where the
transportation sector regulations are tax and it is easy to enter the network sections as services
providers. By it, this will have an effective and as well as positive impact by maximising the
supply of the drivers, such drivers may not be as encouraged to reach high standards of
professionalism and safety. Price competition can be destructive for any sort of the sector and it
will have an adverse impact on them. In addition to it, Uber, Lyft and other facilities are involves
in an aggravated competition to offers the inexpensive facilities. They are directly dealing with
each other and with this traditional taxi and car facilities for both of their consumers and drivers.
With competition from another ride sharing facilities and the consistently recruiting new drivers,
average earning are being pushed downward. It means that drivers that have to work for longer
hours to earn the income comparable to what they would have earned a year or two ago.
As per to the view point of Kurbonalievna, (2021), Multiple term of consumer told to
CNBC that the applications are failed to connect them to a driver in present weeks, it will
resulted to them for being late for meeting or standardised the manner at the end of the sections.
The management of the Uber, have follows the software or a mobile application that the drivers
and as well as the consumers have to download on their smart phone for managing their terms
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and network. The workers who work in the Uber also faced issues in terms of having multiple
online challenges, that will relates to the drivers who can use their own vehicle or can buy or hire
a car from the management of the Uber. The rider of that consumer is charger on the basis of
their time and distance of the ride. At the end of the ride, the rider can either pay by cash or
online sections. After the ride, the rider is given the option to offer a rating to the drivers by the
mobile applications of the websites.
To evaluate potential corporate governance strategies that Uber can implement to overcome
the issues for long-term growth.
As per opinion of Elston (2019), corporate governance relates to practices and process
formulated by government for the purpose of running and managing their business effectively.
This states area of environmental awareness, ethical behaviour, corporate strategy, risk
management, and compensation which supports a business to grow it continuously and maintain
higher performance. This shows a direction and business integrity by creating long term
investment opportunity. This is important for a business concern to analyses the environment and
market that can help to make right business decision and supports to develop organizational
productivity. Uber is larger technology based organization that initially started its business by
providing hiring the personal drivers on demand after two experienced difficulty catching cab
rides in San Francisco. It became most important for an organization to have effective leadership
and culture within an environment that supports operating a business managing business and
increasing business productivity. Uber faced the issue of Lack of Safeguards in their business
that impacted their employees and use as they are not working well and misbehave with people
while offering services. There are different strategies to corporate governance that can be used
by Uber to resolve issues and run business for the long term such as:
IT governance – This means Information technology governance which is a governing
strategy used to gather all information by using technology and innovation. By using this, an
organization can maintain a relationship between business and its management via providing the
right information about particular topics or areas. For all companies, it is mandatory to follow
regulations that formulate the protection of confidential information, data retention, financial
accountability, disaster recovery, etc. A company held by stakeholders, customers, vendors, and
other corporate body keeps good relations. In relation to UBER, management could follow an IT
governance strategy by keeping confidential information and providing the right data to
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customers as well as stakeholders to help to operate a business effectively (Anginer, Demirguc-
Kunt, Huizinga and Ma, 2018).
Non-profit governance – The strategy relates to non-profit governance that continually
works in achieving the company's nonprofit mission. The non-profit companies are governed by
a board of directors and a board of trustees who are responsible for making sure that all laws and
regulations are followed by the company to operate their business. In relation to UBER,
management should work for social welfare, and for a community that can help to develop the
insights of people and lead sustainable business growth.
Environmental governance strategy – This is another strategy states a business should
have focus on its environment as it relates to political ecology which promotes protection for the
environment and sustainable human activity. A business industry should follow all rules and
regulations which are related to environmental protection and using natural sources. In relation to
UBER, management could solve the problem of lack of safeguard by following environment
protection , and security that can help to develop understanding to manage a business and grow it
continuously.
Ensure timely information – This strategy states a business concern needs to provide
the right and timely information which can help to operate and continue a business. If there is a
lack of information and data then could be challenging for a firm to run its business. In relation
to UBER, management needs to be responsible to provide the right and clear information to their
stakeholders, investors, employees as well as customers that can help to make the right business
decisions and leads to attaining business goals (Lagasio and Cucari, 2019).
Prioritize risk management – A business gets success when it became able to prioritize
and manage the risk properly as it helps to bring changes and attain goals. This is important for
an organization to understand what issues running in a business environment and how it can be
resolved effectively. In relation to UBER, management needs to give priority to the risk which
arises while working and solving it. This can help to improve the business activities and
performance in changing environment and manage all functions. Moreover, management should
maintain the right culture and effective leadership that can help to understand problems and deal
with them smoothly.
Evaluate board performance – This strategy is connected to evaluate the performance
and bring changes that support to growth of a business continuously. By evaluating performance
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a company could manage all functions by providing safety and comfortable working
environment. In relation to UBER, management should use the KPI tool to evaluate business
performance and make further plans that support to development of organizational productivity.
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RESEARCH METHODOLOGY
Research methodology is the study of given topic that is used to develop understanding
and knowledge of a researcher and complete the goals. This is needed for researcher to collect
reliable and relevant information on particular topic and manage the data effectively. The current
project is about corporate governance that means an organization should be follow rules and
regulations which are formulated by government while running their business as it supports to
grow a business and attain higher performance. The different research methodology are
explained below:
Research philosophy – The research philosophy refers to set of principles and beliefs
that are connected to the nature of reality being investigated. It depends on nature of knowledge
and ability which is used by researcher to accomplish their goals and objectives. Research
philosophies can differ on the goals of research and on the best way that might be used to
achieve these goals. This involves interpretivism and positivism which are used for different
purpose. In relation to current research, positivism is being used by researcher as comes up with
research questions and hypothesis data which has been analysed (Suhadak, Kurniaty,
Handayani, and Rahayu, 2018).
Research approach – This can be explained as procedure and set of activities which
relates to particular topic needs to analysis and manage properly. This is important for a
researcher to analysis all information and data by considering specific topic and manage the
functions. This concludes inductive and deductive approach. The deductive approach used to
develop hypothesis on pre existing theory and formulate research approach to check it. In other
words, research approach is the general theory which used by researcher to gain knowledge and
understanding about particular area. In relation to current research, researcher will use deductive
approach as it suits the current project where it would help to gather information about corporate
governance by collecting hypothesis data and information. This also provide understanding on
topic and activities (Sari, and Lubis, 2018).
Research strategy - The strategies to research is sort of planning and process that are
utilised by the research to conduct the tactics and gain the knowledge about the sort of the certain
activities. As it is essential for the researcher to maintain all the source of data that are linked to
the task that can support to execute the report. The research strategies involves several term of
the actions in terms of the research, experiment, interviews, survey and as well as case study that
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use for creating knowledge and as well as skills. In context to present research, survey method is
utilised by researcher to gather the source of data that supports in achieving the manner of the
targets. As it also covers the fundamental strategies of research as according to the research
topic, in which report is undertaken as an efficient research strategy. It addition to it, it also
supports in collecting the suitable data from the associates ( Al-Sartawi and Sanad, 2019).
Choice of method- In this particular investigation on examining the concept of satirical
comedy used within the current report, the qualitative approach has been made. The main reason
for choosing this research is that qualitative data is grounded in interpretetivist and subjective
perspectives and rich data. Due to this, the study's findings are limited to the sample and cannot
be generalized to another context or broader population. Further, implication and use of the
Communication theories would also be made as it comprises different ways of conceptualizing
the relationship between the mass media and audiences ( Sakawa, and Watanabel, 2018). Since
the early days of mass communication, media theorists have attempted to describe the process of
communication to understand the extent of media influence. Along with this, qualitative is a
chosen choice of research method in current research. There are various benefits or advantages
regarding selecting qualitative study, such as not requiring maximum time, helping in attaining
good outcomes, etc.
Research time horizon – Time horizon is explained as a time structure in which all
functions and activities are scheduled and managed. This is important for a researcher to analysis
the all information by conducting proper research in appropriate time. This involves cross
sectional and longitudinal horizon. In relation to current research, cross sectional is being used
by researcher which can help to develop understanding and complete the project timely ( Kolev,
Wangrow, Barker III, and Schepker, 2019).
Data collection- There are two main sources of collecting data comprises primary and
secondary sources. Data collection, out of which use of both primary and secondary sources
of data collection has been made for the current study. Within this research, both primary
and secondary are useful sources of collecting accurate information regarding the topic. To
gather secondary information, some sources are used for the literature review: books,
articles, publication research, magazines, and many others. The secondary data has been
collected and analyzed with the help of online sources and articles, while online videos and
comments are also made (Coffie, Aboagye-Otchere, and Musah, 2018). Further, the use of
9

interview techniques tends to be made for the collection of primary data, which comprises
two-way communication with the selected participants. To collect preliminary information,
an interview is used. This is an effective primary data collection instrument and facilitates
the investigator in successfully achieving the research aim and objectives.
Research ethics: Ethics are important within research because these help in completing
each activity of the study ethically and systematically. There are various principles of
research ethics, such as informed consent, confidentiality, and anonymity of the research
participants, minimizing the risk of harm, reducing deceptive practices, and many others.
These are the main principles that must be followed within current research to attain the
research aim and objectives successfully (Saidat, Silva and Seaman, 2019).
Sampling – This is defined as process and activity used by a researcher to make right
decision through getting right information from selected people. In other words, sampling is
method of selecting people from larger population depends on type of analysis being performed.
The method of sampling are probability and non-probability. In relation to current research,
random sampling method has been selected by researcher under probability method. This can
help to get right information on particular topic by asking questions. The number of same size is
50 who are the employees of organization, give their opinion.
QUESTIONNAIRE
Q1. Are you aware about corporate governance?
a) Yes
b) No
Q2. According to you, is corporate governance important for an organization?
a) Yes
b) No
Q3. As per your analysis, what issue was faced by UBER while running its business due to lack
of safeguards?
a) Safety concerns
b) Price competition
c) Online challenges
Q4. Does Corporate governance contribute to UBER success?
a) Yes
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b) No
Q5. As per your opinion, Uber is facing issue in relation to lack of safeguard that impacted on
users and employees.
a) Yes
b) No
Q6. What are the corporate governance strategies that Uber can implement to overcome the
issues for long-term growth.
a) IT governance
b) Non-profit governance
c) Ensure timely information
d) Prioritize risk management
e) Evaluate board performance
Q7. Is Corporate governance beneficial for UBER?
a) Yes
b) No
Q8. What are the principles of corporate governance that could be used by organization to run
business?
a) Discipline
b) Transparency
c) Accountability
d) Social responsibility
Q9. Recommendations on using corporate governance?
FINDING AND RESULTS
Q1. Are you aware about corporate governance? Frequency
a) Yes 40
b) No 10
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40
10
Interpretation – From the above it can be interpreted that there ate total 50 people who
have selected out of many working in UBER. 40 out of total says they know about corporate
governance and remaining 10 are not aware from this topic. This might be affected business in
case of not follows ( Agyei-Mensah, 2018).
Q2. According to you, is corporate governance important for an
organization?
Frequency
a) Yes 30
b) No 20
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30
20
Interpretation – The above graph determines that 30 people says corporate governance
is important for all companies as it used to arrange and manage a work systematically that
supports to develop a business and maintain higher performance. Other than this, 20 people said
it is not important as it contain strict regulations which could be difficult to follow.
Q3. As per your analysis, what issue was faced by UBER while
running its business due to lack of safeguards?
Frequency
a) Safety concerns 20
b) Price competition 15
c) Online challenges 15
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20
15
15
Interpretation - From the give data and analysis it has been determined that a business
should focus on their activities and services that can help to make feel good to people. According
to 20 people, UBER is technology based organization which faced the issue of safety concern
majorly as employees misbehave with people, as per 15 people, price competition challenge is
facing by organization in running their business, and another 15 says online challenge faced by
organization due to lack of safeguards that affected the business negatively.
Q4. Does Corporate governance contribute to UBER success? Frequency
a) Yes 25
b) No 25
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25 25
Interpretation – The aim of organization is to attain higher success where it became
important to follow corporate governance as it supports to influence people. From the above
analysis it can be interpreted that as per 25 employees Corporate governance contribute to UBER
success and remaining 25 decline to such statement ( Zubeltzu‐Jaka, Andicoechea‐Arondo and
Alvarez Etxeberria, 2018).
Q5. As per your opinion, Uber is facing issue in relation to lack of
safeguard that impacted on users and employees.
Frequency
a) Yes 40
b) No 10
15

40
10
Interpretation - From the above analysis it can be interpreted that as per number of 40
people out of 50 UBER is facing issue in relation to lack of safeguard that impacted on users and
employees and remaining 10 people says no that represented through graphs.
Q6. What are the corporate governance strategies that Uber can
implement to overcome the issues for long-term growth.
Frequency
a) IT governance 10
b) Non-profit governance 10
c) Ensure timely information 10
d) Prioritize risk management 10
e) Evaluate board performance 10
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10
10
10
10
10
Interpretation - The above analysis has been conducted by researcher where all selected
employees have given their opinion or strategies that could be used by UBER to resolve issue
and sustaining long term growth. The data represent as per 50 people who are divided in to 10-10
people in 5 groups explained IT governance, Non-profit governance, Ensure timely information,
Prioritize risk management, and Evaluate board performance. All strategies should be used by
chosen organization in order to provide security and safety to their customers as well as
shareholders. This can help to develop organizational performance and productivity in changing
environment and maintain higher sustainability.
Q7. Is Corporate governance beneficial for UBER? Frequency
a) Yes 45
b) No 5
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45
5
Interpretation - From the above analysis it can be interpreted that as per 45 people
corporate governance is beneficial for UBER as it will help to manage all functions
systematically. This is important for an organization to understand what their employees wants
and how they could be satisfied so that kind of services and security should be provided.
Remaining 5 people it is not beneficial for organization ( Ajili, and Bouri, 2018).
Q8. What are the principles of corporate governance that could be
used by organization to run business?
Frequency
a) Discipline 12
b)Transparency 12
c) Accountability 14
d) Social responsibility 12
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12
12 14
12
Interpretation - The above data showcase there are different principles of corporate
governance which should be follow by organization for the purpose of smooth operation. The
graph represents as per 12 people, discipline, and 12 sates social responsibility, 14 says
accountability, and remaining 12 shows transparency. It should be used by management by
creating effective culture and leadership supports to develop organizational performance ( Ong
and Djajadikerta, 2018).
Recommendation
It is recommended that the current report majorly concentrates on addressing the ethical
course of issues that are faced by the maintaining term of the management of Uber by offering
some suitable and as well as practical solutions to handle them. The fundamental complaints in
terms of the business that are frequently raised in media that are linked to safety hazards for the
society that are being concentrated specifically in this project by which efficient measured that
can be taken to increase the goodwill and image of the business. Moreover, the management of
Uber need to follows the management's business procedure from all aspects to follows the
emerging the management of Uber ethical issues. By the management witnessed an effective rate
of development and progression in this management that have been never ending sections and
complaints in terms of the facilities of the Uber management in an effective and efficient
manner. The management of the Uber uses internal tracking tools that gauge brand sentiment in
19

real time and manage the data from external polling firms, as per to the formal employees who
spoke on the conditions of anonymity because of separation with the management.
CONCLUSION
From the above mentioned report it has been concluded that, it presented the corporate
governance that involves action plan, actions performance measurement, disclosure exercises,
executive compensation decisions, dividends policies, process for accommodative conflicts of
interest and expressed or inexplicit contracts among the business and stakeholders. The
management of Uber presented the good corporate governance is a well defined and unenforced
structural framework that works for the advantages of every section by making sure that the
management will match to accepted by their ethical standardise, best practices for formal laws.
On the other hand, ineffective corporate governance is seen as a poorly – structured, evasive and
non manageable that might damage the goodwill or financial health of the business.
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2019Agyei-Mensah, B.K., 2018.Zubeltzu‐Jaka, E., Andicoechea‐Arondo, L. and
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H.G., 2018.Saidat, Z., Silva, M. and Seaman, C., 2019.
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APPENDIX
QUESTIONNAIRE
Q1. Are you aware about corporate governance?
a) Yes
b) No
Q2. According to you, is corporate governance important for an organization?
a) Yes
b) No
Q3. As per your analysis, what issue was faced by UBER while running its business due to lack
of safeguards?
a) Safety concerns
b) Price competition
c) Online challenges
Q4. Does Corporate governance contribute to UBER success?
a) Yes
b) No
Q5. As per your opinion, Uber is facing issue in relation to lack of safeguard that impacted on
users and employees.
a) Yes
b) No
Q6. What are the corporate governance strategies that Uber can implement to overcome the
issues for long-term growth.
a) IT governance
b) Non-profit governance
c) Ensure timely information
d) Prioritize risk management
e) Evaluate board performance
Q7. Is Corporate governance beneficial for UBER?
a) Yes
b) No
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Q8. What are the principles of corporate governance that could be used by organization to run
business?
a) Discipline
b) Transparency
c) Accountability
d) Social responsibility
Q9. Recommendations on using corporate governance?
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