Ethical Analysis of Uber's Operations and Semiotic Application

This report delves into the ethical considerations surrounding Uber's operations. It begins by outlining various ethical theories, including teleological, utilitarianism, virtue ethics, Kantianism, contract theory, and care ethics, and explains their relevance to business conduct. The main body then analyzes Uber's practices from an ethical standpoint, addressing issues such as scandals, driver treatment, and customer relations. The report also explores the application of semiotic analysis to improve Uber's business operations, suggesting strategies to enhance brand image, value both riders and drivers, and manage customer data effectively. The conclusion emphasizes the importance of ethical practices for sustainable business growth and outlines recommendations for Uber to enhance its ethical standing and operational efficiency.

Ethics,
Sustainability and
Social Impact

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Description on various kind of ethical theories. .....................................................................1
2. Description on the analysis of the Uber's operation from an ethical standpoint.....................2
3. Application of semiotic in order to improve the business operation. ....................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
The business ethics is helpful in relation to conduct the activities of business in
effectively manner. With the help of ethics there can be trustworthy relationship so that firm is
able to grow large amount of productivity. The ethical duties is conduct with the major number
of principles which works in relation to govern the behaviour of person. The present report has
covered the activities main ethical theories so with the help of this the operation of Uber can be
improved (Price and et.al., 2017). In this the uses of semeiotic square is need to understand so
that business is able to operate its activities in the effective and efficient manner.
MAIN BODY
1. Description on various kind of ethical theories.
The ethical theories are helpful in relation to conduct the activities of business in
effective manner. In this there are major kinds of theories which is based on the rights, morale
obligation and rights so that things can be done effectively. The ethical theory is very helpful in
relation to deal with the difficult situation of life. With the help of effective guidelines they are
able to live and act in the ethically manner. These are the theories which are helpful; to design
what is the wrong and what kind of things are wrong. In this the Travis kalanick met with the
various kind of misconduct in this manner he gets withdrawn from office. There are various
kinds of ethical theories are as-
Teleological- in the Greek work this word refer to an end result. This is helpful in relation to
determine the rightness of actions which can be determined only with the good consequences. In
this there is need to be taken effective comparison between the wrong and right actions. The uber
CEO has made practices of various kind of the misconduct which has laid down the image of the
firm in the harsh manner. In this the CEO of UBER did misconduct as they did not provide any
fair practice to customers which are major drawback because it affects the customer satisfaction
in large manner (Molecke and Pinkse, 2017). The sexual harassment was the another cause
which affect the brand image of firm with the help of this the wrong and right action can be
determined.
Utilitarianism- This theory is helpful in firms in relation to have maximisation in happiness of
customers and their employers. In the given case of UBER the actions of firm made everyone
unhappy who was involved. The drivers are charging extra fees to customer which is not reliable
factor. The main issue with UBER is that they firm is not focussing over the happiness of other.
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This kind of activities are affecting the brand image of firm in negative manner. With the help of
This is helpful in relation to do the activities of business in the effective manner. It is kind of
normative theory and with the help of this the positive and wrong effects can be known so that
things can be managed with the period. In this the best action is nee dot be adopted which is
maximising the authority (Hariharan and et.al., 2017.). It is the kind of action which work as to
produce the best result. This is largely depends on person owns conceptions.
Virtue ethics- in this the women who was working in the engineer department has stated that she
has been sexually harassed after that incident the reputation of firm UBER has got down in the
badly manner. In this way the UBER has come under the bad corporate culture. The virtue ethic
is need to be followed in business because it works as to remove the greed, jealousy and
selfishness. The main aim is to give major consideration over element of ethical thinking rather
than rules about act. In this case UBER does not take any stand for right act. They were not loyal
to their customers (Midgett and et.al., 2018). This kind of misconduct effects the brand image of
firm in large manner. IN this case they did not play any fair practice to customers event this is
not beneficial form than but this are for employer benefit.
Kantianism- In this the major focus is need to be given on the actions which has been taken into
place rather than result of actions. In the corporate culture each person need to be treated with the
respect. There are the various kinds of principle which is need to be judged in relation to
motivated the person with the use of right kind of the principles. In the view of the leader it can
be noted that if the leader of the organisation is not performing well than the all the things can
bring the disaster result. In order to gain the reputation they need to change the CEO of firm.
Contract theory- In this they put their major focus over the terms of agreement between the two
people. The corporate culture need to follow the all good practices so that all activities can aleb
to run in the expertise manner. The CEO of firm has violated the many things which has bring
the bad result to the firm like Uber.
Care ethics- They used to put their major focus over the relationship before the other kind of the
factors. In this there is need to acting rightly involved in the manner such are as building,
maintaining and strengthening the strong relationships. In the corporate culture it is very
essential to maintain the good relationship between people in this way the activities can be taken
effectively (Nurhadi, Borén and Larsson, 2017). In this the relationship are fundamental to the
ethical thinking. In this the firm like Uber is able to run its activities effective ans in efficiently
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manner. With the help of following all the ethics the firm is bale to earns the larger amount of
profitability.
Hence, it can be said that the in corporate culture it is very important to follow the all
principle of business so that business can be conducted effectively and efficiently. By following
the all ethical theory the firm is able to sustain its growth in market for the long period. This kind
of the activities are helpful in relation have the growth of business effectively.
2. Description on the analysis of the Uber's operation from an ethical standpoint.
Uber has been found in several scandals that exploits its image and degrade the
organisational reputation. In order to increase the brand reputation and image, the management
needs to follow certain ethical laws and conducts that robust the existing structure of the
organization. By paying drivers a living wage and making payroll tax contribution to workers
compensation, social security and unemployment insurance will be a tougher hill to climb to
those advocating for a more ethical Uber. The organization further launch “180 Days of Change
that aimed to improve outreach to drivers. The motive of launching this facility is to promote
health and safety of drivers by providing them injury insurance protection. Furthermore, the
organization is aiming to improve the organizational structure by making it more transparent and
clear (Vieweg, 2017). This will enhance the work culture and motivates both the drivers and
employees working in the organization. With clear pricing policies, the management will able to
reduce the confusion within the clients and customers. Customer feedback and drivers
complaints needs to be listened in order to make certain changes and improvements which are
necessary for the growth and development of the organization. The Uber is having the
outstanding business model, which is inclusive of the various kind of the activities which is
running by them. The leader of this is continuously disrupting the all the activities due to which
image of the firm has disrupted in the badly manner. Due to some kind of the incident the
reputation of the firm has violated in the badly manner. In order to make all the activities
effective they need to deal with the operation of business in the systematic manner. In order to
restore it activities in the public image so image cam be converted ion the positive aspects. In
this the three steps are given in order to gain the good image of firm in the market are as-
1. Focus on goodwill marketing- they need to work in relation to that kind of the activities
which is helpful in order to enhancing the brand image of the firm in the market. By
giving free ride to the residents they are able to regain the brand image of the firm. In this
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way the people tend to attract and the firm is able to make the large amount of
profitability in the market.
2. Value riders as much as riders- In order OT run the activities of the firm in the smooth
manner it is essential to treat them in the good manner so that this activity will be helpful
in relation to beat their competitor in the market (Raghavan and Pargman, D., 2017). The
good behaviour with the driver of the firm will be helpful in relation earn the larger
amount of profitability and in this way the firm is bale to run in the market for the longer
period. In this way they need to focus over the two areas such are as-
 Employee relation- In the previously there were no technical support to the drivers
because there were not any presence of Uber office in the Los Angles. With the help of
setting of the various kind of small satellite they are able to improve the relationship with
its drivers. They need to provide the insurance premium on the each driver and various
kind of perks need to available to them so that this kind of this will be helpful in relation
to gather their attraction in the large manner (Retamal, 2017). This kind of the little
gestures will be helpful in order to maintain the good relation with them. In this way the
driver are able to promote more so that they can do the things in the more expertise way.
 Commission- The current commission rate is ranging in the mid of 20 to 28%. The Uber
is the having position as the high growth in the market. In the firm need to adjust its
income claim in relation to get the larger amount of profit in the market.
3. Let Riders control their data- with the help of using of tool as the privacy mantra they
are able to have expansion in the business in this kind of the system the information is not
to be share with the Uber unless there is the emergency. In this the services the firm need
to give the facility which is helpful in relation to give that visibility to the customer which
will help them to process the business function in the expertise manner.
In this it can be said that the with the help of proper monitoring in the activities of business they
are able to get the large success in the market. The feedback of the customer is need to be taken
in the regular interval of time. By delivering food product and service the firm is able to have
expansion of the business in market.
3. Application of semiotic in order to improve the business operation.
It is very helpful in relation to structural analysis. With the help of its effective use the
positive and negative effects of this can be determine in the impressive manner. This is such the
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logical thing with the help of which all the things can be conducted in the effective manner. With
the help of effective implication the result can be achieved. Thus, semiotic square also termed as
Greimas square, it is the kind of tool which is used in relation to find out the structural analysis
in define things effectively. The semiotic factors need To works as to determine the things in
effective manner. In this the main ethical issues is in relation to the UBER, thus, the passenger
are facing various issues and Travis kalanick met with the various kind of misconduct in this
manner he gets withdrawn from office. There were various issues which were facing by the
passengers as are sexual harassments, late services and using of longer ways.
CONCLUSION
Based on the above report it has been concluded that the uber need to bring the
improvement in their operations. The ethical theories are helpful in relation to conduct the
activities of business in effective manner. In this there are major kinds of theories which is based
on the rights, morale obligation and rights so that things can be done effectively. In this the uses
of semeiotic square is need to understand so that business is able to operate its activities in the
effective and efficient manner. With clear pricing policies, the management will able to reduce
the confusion within the clients and customers. Customer feedback and drivers complaints needs
to be listened in order to make certain changes and improvements which are necessary for the
growth and development of the organization. With the help of this effective comparison things
can be done in relation to corresponding the overall activities so that ultimate result can be
achieved.
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REFERENCES
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primary school children: a cross‐sectional survey. Child: care, health and development.
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Molecke, G. and Pinkse, J., 2017. Accountability for social impact: A bricolage perspective on
impact measurement in social enterprises. Journal of Business Venturing. 32(5). pp.550-
568.
Hariharan, S.G and et.la., 2017. Display screen with graphical user interface including a
sustainability dashboard for an enterprise. U.S. Patent Application 29/518,874.
Midgett, C and et.al., 2018. The sharing economy and sustainability: A case for Airbnb. Small
Business Institute Journal. 13(2). pp.51-71.
Nurhadi, L., Borén, S., Ny, H. and Larsson, T., 2017. Competitiveness and sustainability effects
of cars and their business models in Swedish small town regions. Journal of Cleaner
Production. 140. pp.333-348.
Vieweg, K., 2017. Four Care and Forethought: The Idea of Sustainability in Hegel’s Practical
Philosophy. Readings in the Anthropocene: The Environmental Humanities, German
Studies, and Beyond.
Retamal, M., 2017. Product-service systems in Southeast Asia: Business practices and factors
influencing environmental sustainability. Journal of cleaner production. 143. pp.894-903.
Raghavan, B. and Pargman, D., 2017, May. Means and Ends in Human-Computer Interaction:
Sustainability through Disintermediation. In Proceedings of the 2017 CHI Conference on
Human Factors in Computing Systems. ACM.
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