Role of Globalization in Driving the Success of Uber

Research Project

Table of Contents
Research Project..............................................................................................................................1
Title:.................................................................................................................................................3
Chapter 1: Introduction....................................................................................................................3
Overview of the Research............................................................................................................3
Background of the Research........................................................................................................3
Rationale of the Research............................................................................................................4
Research Aim and Objectives......................................................................................................4
Methodological Contribution.......................................................................................................5
Chapter 2: Literature Review...........................................................................................................6
Chapter 3: Research Methodology..................................................................................................8
Chapter 4: Data Analysis and Interpretation.................................................................................11
Chapter 5: Reflection & recommendation for alternative research methodology.........................24
Conclusion.....................................................................................................................................25
REFERENCES..............................................................................................................................26

Title:
“To determine the role of globalization in driving the success of emerging global brand.
A study on Uber”.
Chapter 1: Introduction
Overview of the Research
Globalisation is acknowledged as the integration of two government, businesses,
countries and people for the motive of attaining growth in rapid manner. The concept of
globalisation is not only providing benefits to the already establishing brands but it also provides
support to the emerging global brands. Globalisation has provided range of benefits to the
companies performing their bossiness at local as well as international level that have also
provided support to them in the attainment of success in rapid manner. This investigation has
been conducted on UBER, a multinational ride hailing company which offers range of services
like ride sharing, food delivery, micro mobility systems with scooters and electric. The company
is growing constantly at global level. The present study contains the analysis about determining
the role of globalisation in driving the success of emerging global brand, therefore, in this overall
study is based on Uber. Thus in this aim and objectives are developed to describing the intention
of conducting the research and rationale has been developed to provide the potential of the
investigation for an individual in their personal as well as professional life. Furthermore,
literature review is effective in exploring knowledge via gathering information from secondary
sources. In addition to this suitable methodologies are selected for assisting the overall work in
right manner to reaching at the key outcome. Data analysis is significant in determining the
information through developing questionnaire and at the end recommendation has been created
to providing suitable suggestions that are in favour of the business and conclusion has been
drawn over the findings of the research.
Background of the Research
The study initiates to analyse the role of globalization in driving the success of emerging
global brand. Therefore, globalisation is refers to be an effective aspect which in turns in creating
value for the businesses in attaining higher growth and success via exploring opportunities for
the businesses at market place. However, globalisation is defined as the term which is mainly

implemented to determining the growing interdependent of the world's economies, cultures and
populations that are brought through the cross border trade in goods and services, flow of
investment, people, information and technology. Uber Technology, Inc, is commonly known as
Uber, Thus it is a popular American multinational ride-hailing company which is offering
services that involve peer to peer ride-sharing, food deliver, ride service and micro-mobility
system with electric bikes and scooters. The company has begin its operations from 2009 and the
founders of the firm are Garrett Camp and Travis Kalanick. The headquarter of the firm is in San
Francisco, California, U.S. Uber is mainly operated through its website and mobile application in
around 785 metropolitan areas and 63 countries. The company is having around 11,488
employees who are putting their efforts towards attaining the higher brand recognition. The
primary motive of the business is to become the global brand and attaining higher growth and
success via exploring their operations at global level.
Rationale of the Research
The investigation into study consideration is relay upon determining the role of
globalization in driving the success of emerging global brand. Thus it is a wide area of academic
research which is significant for an individual and business in attaining higher maturation and
progression. This study is mainly executed for evaluating the personal interest of the researcher
as the investigator wants to explore idea and knowledge in regards to the area of globalisation
and how it is effective in driving business success. This study also has the major recognition in
the area of enhancing the professional ability as this study is efficacious for the people who are
seeking for their career growth in the same filed. This study is also advantageous in exploring
academic ability which in turns in creating value in attempting future projects relate to the
similar area in effective manner.
Research Aim and Objectives
In order to improve its business performance the company is planning to conduct
research for which research aim, objectives and questions are stated as below:
Research aim:-
“To determine the role of globalization in driving the success of emerging global brand.
A study on Uber”
Research Objectives:
 To explore about the concept of globalization

 To determine several factors that contributes in success of emerging global brands in
context of Uber.
 To ascertain relationship between globalization and success of emerging global brand.
Research Questions
 Explain concept of globalization?
 What are the several factors that contributes in success of emerging global brands in
context of Uber?
 What is the relationship between globalization and success of emerging global brand?
Methodological Contribution
For conducting this research in adequate manner, investigator has made use of both the
primary as well as secondary methods of data collection. In primary method, questionnaire will
going to be developed which will be further filled by 30 respondent. These sample population
will be chosen through random sampling method under probabilistic approach. Whereas, in
secondary method books, journal, online articles etc. will be adopted for developing literature
review. The overall gathered information will be analysed with the usage of quantitative method
that will be used along with the deductive approach.