Determining Globalization's Role in Uber's Global Brand Success

This research project, titled "To determine the role of globalization in driving the success of emerging global brands. A study on Uber," investigates the impact of globalization on the multinational ride-hailing company Uber. The project begins with an overview of globalization, its benefits to businesses, and the rationale for studying Uber. The study examines the company's background, its operations in numerous countries, and its goal to be a global brand. The research aims to determine globalization's role, identify factors contributing to the success of emerging global brands within Uber, and ascertain the relationship between globalization and brand success. The methodology includes both primary (questionnaires) and secondary (literature review) data collection methods, analyzed using a quantitative approach. The literature review covers the concept of globalization, factors contributing to the success of global brands, and the relationship between globalization and brand recognition. The project also outlines the research philosophy, design, and data collection methods. The research aims to provide insights into the impact of globalization on business and offers suggestions for future research methodologies.

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.

Chapter 2: Literature Review
Literature review is defined to be the most imperative area of an investigation as it is mainly
significant in developing the understanding of an individual learner in regards to the chosen
study area, Therefore, in the context of this present exploration, literature review is effective in
providing detailed theoretical framework in regards to the area of determining the role of
globalization in driving the success of emerging global brand. Furthermore, this area of research
is mainly based on accumulating information from secondary sources like books, journals,
published articles, non published articles, formal investigation and so on.
The concept of globalization
According to the opinion analysis of John Williamson, 2019, globalisation is refers to a
historical process along with ebbs and glows that provide huge opportunities to business
organisation to expand their operational activities. The process of globalisation is connection of
different parts of the world that define the expansion of international cultural, political and
economical activities. Mainly, it is also refers to the movement and integration of goods and
people between different countries. In context of business, it is refers to the changes that occurs
in the world wherein the company moving away from demographic countries and operate their
business in multiple countries. It provide huge opportunities to company in expanding their
operational activities in international level. Along with this, it also leads to increase the
competition that is linked with the products, services, cost, target market, technological adaption,
quick production by business organisation and many more. When a company operate their
business at global level than it is important for organisation to analyse the global environment.
By this they can easily analysis all the external factors that affect its organisational activities. It
consider free movement of goods services and people in across the world that increase trade
between different nation. Along with this, concept of globalisation also means that different
countries are liberalise their visa riles and procedures that permit the free flow of people from
one country to another. In context of this, globalisation has also enable business organisation to
promote their image in another nation. As it also increase the intensity of research and
development that define innovation. With the assistance of this firm can easily increase the
possibilities of attaining success. As globalisation enable business organisation to get huge
opportunities by which company can easily capture larger market share and also established its
competitive image.

The several factors that contributes in success of emerging global brands in context of Uber.
According to the opinion analysis of Martin Roll, 2015, Globalisation is defined as the most
important aspect that plays a vital role in the growth and success of a business. Therefore, in the
world of globalisation and international businesses are concerned over expanding their
population with the help of commercial and social interactions global brand management has
evolved into a complex and ever changing discipline. In today’s modern business environment
the competition is on its peak and the major concern of a business is to managing its brand for
the purpose of giving out and success at market place, therefore, the potential recognition of the
business is to exploring their operations for the purpose of capturing a wider area of market
therefore, there are multiple factors that contribute in the success of emerging global brands like
managing brands over time, be adaptive and flexible, leverage technology, align organisational
structure, be proactive etc. thus these all are the key aspects that are effective in exploring the
operations at global level. Uber is a large taxi and sharing rental Car service provider company
which is mainly focuses over attaining growth by developing their brand image, thus the
company is using globalisation as their key strategic step to gain growth and success at market
place . Uber is a large taxi provider which is mainly concerned over its brand recoganization for
the purpose of developing its operations and attempting higher growth and sustainability.
The relationship between globalization and success of emerging global brand.
According to the views analysis of Marlon Dalmoro,Diego Costa Pinto, Adilson Borges and
Walter Meucci Nique, 2015, global brands are mainly refers as the brands that consumers can
find under the same name in multiple countries with generally similar and centrally coordinated
market strategy. Thus, there is a positive interrelationship among globalisation and emerging
global brand, therefore, globalisation is effective for a business to explore opportunity to growth
within market and attain higher growth and success at market place. However, business now a
day’s are concern over developing their operations at international level and become the highly
reputed business with higher brand image, Thus globalisation plays effective role in the
progression of the business via enhancing opportunities at market place, increasing brand
recognition, developing wider customer base, capturing an effective market area etc. However,
these all are the key role which are performed by the business to developing emerging global
brands.

Chapter 3: Research Methodology
Research methodology is determined as the effective section of every investigation which
helps investigator in completing the overall research in adequate manner. For performing
research in rightful manner investigator effectively makes use of different methods that provides
major contribution in the attainment of valuable outcome. Important elements of this section are
specified as below:
Research Philosophy: This is acknowledged as the effective method that is obtained by
investigator for evaluating overall gathered information so that they can effectively attain
valuable outcome. Interpretivism and positivism are two main types of research philosophy
which are often used by business managers. In the present investigation, researcher have made
use of interpretivism research philosophy as it will include perception of different scholars and
also provide contribution in the attainment of research outcome in rapid manner.
Research design: This is also seen as the structure of overall research project which is
adopted by researcher in order to present their overall collected information in appropriate
manner. Descriptive, experimental and exploratory are three main types of research design in
which investigator has chosen descriptive research design. The main reason behind choosing this
type is that it provides support in collecting relevant information in presenting them in such a
manner that is attractive. Also, usage of this method also helps others in developing their
understanding over the project and justifies overall findings in rightful manner.
Data collection methods: every investigation requires range of sources that provides
them adequate information from which researcher can easily gather overall research outcome in
appropriate manner. Data collection can be effectively done with two common methods that is
primary and secondary method. In primary method, investigator gathers information directly
from the respondent. Its main sources are survey, questionnaire, interview, focus group etc. On
other hand, in secondary method of researcher gathers information from the past data or already
published information. This includes books, journals, magazines, newspaper, online articles and
other published data. With reference to current investigation conducted for UBER, investigator
makes use of both primary as well as secondary form of data collection. In primary method,
questionnaire will going to be used by investigator whereas in secondary method books, journals,
online articles etc. will going to be used. Usage of the both the methods will support investigator

in gathering required information with authenticity and also provide support in obtaining
proposed research outcome in rightful manner.
Types of investigation: In this, overall gathered information is analysed by investigator
in order to draw valid outcome. This also helps researcher in conducting effective research by
taking rightful decisions on the basis of analysis and complete it within the provided time frame.
Main types of investigation are qualitative and quantitative. For performing present research in
adequate manner, investigator makes user of quantitative method so that overall gathered
information could be analysed in systematic manner and valid outcome can also be withdrawn
for the same. Selection of this type will help investigator in analysing overall information with
factual data that will support in obtaining accurate outcome.
Research approach: This is determined as the effective plan as well as procedure which
is undertaken by investigator while conducting research in adequate manner. Inductive and
deductive are two main types of research which are being followed by investigator according to
the requirement of their research project. For performing present research in adequate manner
researcher have made use of deductive type of research approach. The reason behind choosing
this research approach is to complete overall research with authenticity and accuracy.
Sampling: Sampling is determined as the effective process through which researcher
selects respondents from the overall population so that they can easily gather required
information from them. With reference to the current investigation sample population will be
chosen through random sampling method under probabilistic approach. The main reason behind
choosing this method is to provide equivalent chance to each and every individual belonging to
the sample population to get selected as the sample size so that they can provide their level of
contribution in the completion of the project. For this research, 30 respondent will going to be
selected as the sample size who will further fill questionnaire for sharing their art part of
information with the respondent that will contribute in drawing valid outcome for the same.
Ethical consideration: It is highly important for investigator to conduct present research
in adequate manner. In order to perform it in ethical manner, researcher will ensure that they will
gather overall information from the authenticate sources only. While gathering information from
primary source researcher will initially take permission from each and every respondent and also
provide them knowledge that how and where their provided data will going to be used in
effective manner. On the other hand, while gathering information from the secondary sources

researcher will ensure that overall data will be used from authenticate sources and fresh
information would be used as the priority. This will directly provide contribution in acquiring
overall research outcome with authenticity and timely manner. Also, by ensuring all ethical
practices performed while conducting this research assures that it is highly reliable for researcher
as well as other readers.

Chapter 4: Data Analysis and Interpretation
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Do you have an appropriate understanding in regards to the area of globalisation ?
Yes
No
Q2) According to you, globalisation is significant for a business to attain growth and higher
brand recognition?
Yes
No
Q3) As per your view, what significant role are performed by globalisation in the context of
business?
Enhancing Competition
Economic Development
Economies of Scale
Wider market opportunity
Q4) According to you, what benefits are gained by Uber through globalising their business
operations?
Higher competitive advantage
Increase in profitability
Developed Customer base
Higher brand recognition
Q5) As per your view, what are the several factors that contributes in success of emerging
global brands like Uber?
Be adaptive and flexible
Leverage technology
Align organisational structures