Assessing Uber's Reputation and Corporate Governance Principles

Uber 1
UBER
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Uber 2
Critically assess Uber’s reputation 12 months ago, and its reputation today, to show what, in
your view, has changed, in preparation for its IPO. Select at least three relevant corporate
governance principles to explain your argument.
Uber has had a negative reputation in the past twelve months. The platform has been
featured negatively in the media headlines, for instance, the cases of sexual harassments at the
place of work, for example, Susan Fowler’s allegations of sexual harassment, gave a contrary
implementation to the company (Wirtz and Tang 2016). The campaign #delete UBER that
trended on twitter made the company experience a travel ban, and this was as a result of
allegations that the company was trying to gain profit from the protest of the taxi drivers which
were against the immigration ban of the president Donald Trump. Other cases include the of
leaking of the company’s embarrassing videos this gave a negative implication for the company.
However, currently, under the guidance of the new CEO Khosrowshahi Uber’s reputation is
significantly improving the CEO is focusing on the enhancement of the safety of the rides as well
as enhancing the driver’s working conditions. Uber has improved its IPO y the provision of first
free rides to the customers (Stanton 2016). To strengthen the company’s marketing strategies, the
company has incorporated various corporate governance principles which are;
Governance through service and product standards
Uber has established a significant influence on its customers through the establishment of
the boundaries defining how the other providers operate. The core Uber platform which is
successful is complimented y the invention of the other ventures such as the Uber health
platforms and these platforms adhere to the limits of the core platform (Moatti 2016).
Governance via the customers

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Businesses exist manly because of the customers. Uber has ensured that the barrier
between the customers and the company is broken, and this has enabled the customers to to
obtain what they require (Berridge 2016). The drivers and customers interact directly, and the
customers offer scores for the drivers for ratings on the Uber tech app. The governance has
enabled customers to choose the drivers that fit their preference and provided the driver's
feedback to enhance their services.
Governance by Simplicity
The Uber company ensures that the customer’s experience is made effortless. The online
app is easy enough to be used by any customer with a smart phone; this has been a great
principle of the company in ensuring business growth (Kortmann and Piller 2016).
Pick EITHER UberFreight, or UberHealth. Research the venture you have selected.
Identify THREE stakeholders affected by the venture, and explain why each is a stakeholder.
Uber health
Uber health has various stake holders, and they include; medical leaders, vendors, and patients.
Medical personnel
The medical personnel understand the patient’s condition and on how to take care of
them. The medical officers, nurses, pharmacists and other medical professions are part of the
Uber health stakeholders as they are the ones that provide the medical care to the patient. They
understand the patient’s concerns and the impact the venture has on the patient; they also
maintain credibility within the medical center (Slattery 2015).
Vendors

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The dealers whose systems are incorporated in the project are also stakeholders. Uber
health requires vehicles and much other medical equipment that is supplied by the dealers, who
ensure a constant supply of material.
Patients
The patients are also the stakeholders of the Uber health venture as they are the
customers in this case. The existence and growth of the investment depend significantly on the
patients; they are the customers in this case.
Map (or profile) the claims of these stakeholders, on a 2 x 2 grid, following
Mendelow’s methodology. Justify your answer.
Level of interest
Power
In the box A, the stakeholders are of very minimum effort and therefore easily
manipulated in this case all the stakeholders are competitive therefore none of them fits in box
A. In the box B, the patients are fascinated by the venture. However, they lack the power to
implement anything. The box is for the group that is informed about what is happening, in this
case, the patients only justify what their doctors tell them and can easily crossover to either the
doctors’ side or vendors’ side. In the box C, the stakeholders are maintained at the same level to
prevent them from moving to box D. The medical personnel is reassured of the positive
outcomes of the venture in time to keep them satisfied and comfortable at their state. The box D
A. B. Patient
C. Medical
personnel
D. Vendors