Technology as a Driver of Change: A Case Study on Uber in the UK

This research project explores the impact of technology as a driver of change, specifically focusing on digital disruption within the taxi industry through a case study of Uber. It begins by outlining the rationale, research questions, aim, and objectives, emphasizing the importance of adapting to new techniques in the digital era for marketing growth. The literature review delves into the concept of digital disruption, its effects on various industries, and the business models Uber employs to disrupt the UK taxi market. The study investigates strategies Uber uses to leverage digital disruption and recommends further strategies for market dominance. Ultimately, the research aims to provide insights into how technology influences industry disruption, offering valuable knowledge for businesses navigating the evolving digital landscape. Desklib provides access to similar solved assignments and resources for students.

Research project

CONTENTS
RESEARCH TOPIC..............................................................................................................................1
CHAPTER – 1: INTRODUCTION.......................................................................................................1
Rationale............................................................................................................................................1
Research Questions............................................................................................................................2
Research Aim....................................................................................................................................2
Research Objectives..........................................................................................................................2
CHAPTER – 2: LITERATURE REVIEW............................................................................................3
CHAPTER – 3: RESEARCH METHODOLOGY.................................................................................7
CHAPTER – 4: FINDINGS, DISCUSSION & ANALYSIS.................................................................8
Introduction of the chapter.................................................................................................................8
Presentation of questionnaire survey results......................................................................................8
CHAPTER – 5: CONCLUSION & RECOMMENDATIONS............................................................15
REFERENCES....................................................................................................................................17
APPENDICES.....................................................................................................................................19
Questionnaire...................................................................................................................................19
ETHICAL REVIEW FORM...............................................................................................................20
Ethical Review Form: Part 1............................................................................................................20
Ethical Review Form: Part 2............................................................................................................21

RESEARCH TOPIC
The main research topic for the current research work is “Technology as a driver of
change”.
CHAPTER – 1: INTRODUCTION
Rationale
For the selection of this research the reason was to be able to adapt to new techniques
and changes which takes place in the digital era for the growth of different marketing factors.
In this research the investigator is able to collect all the personal and professional knowledge
and findings which are related to their growth in the future on the topic. Preparation of this
research has helped in the personal development and gaining the key practices which
influences its growth. This research will allow the research to gain development for
communication, personal and public speaking skills. The main aim of the research is to study
the concept of the digital disruption in the taxi industries. Major problem of the digital
disruption which has been identified is the caused due to the innovation in the technologies
and business models which have been able to develop its own innovative and digital
technologies. The business model in the organization has been able to disrupt the current
markets which is helpful for changing the business environment as it is able to impact the
existing products and services. Specially in the taxi industry the changes in the business
environment have been the major factor for the need of digital disruption. The focus of
investigation is the research has been to understand the key concept of how the digital
disruption can impact Uber and its business. In this research the new and emerging
technologies which will bring the organization the growth which they need will be discussed.
The opportunities which are developed with the digital technology has been explained in this
business for focusing on the opportunities which brings the research the effective results
regarding the digital disruption that is caused. It is known about this topic that the digital
disruption always takes after some years when there is a development of new technology that
can change the future practices of the business. Hence, in this research with the help the study
the ways in which it impacts the organization is going to be discussed. The challenges which
are faced by the business during the development of this business idea is considered to be the
factor which brings the business the growth that is required. It has been known about the
digital disruption that it is the effect that changes the expectations and behaviours in a market
or industry with the help of a new process, product which helps in the expressing the digital
capabilities. In the taxi industries there is always the risk of digital disruption with the
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introduction of the new car technologies. This is the matter of the subject which is going to be
the main gap that will be identified in this research. The main focus is going to be on how to
capitalize on this digital disruption by making them the opportunities for Uber.
Research Questions
 What is the concept of digital disruption which takes place in different industries?
 Why is it important for Uber to use a new model for disrupting the UK market of taxi
industry?
 Which strategies are important for the utilization digital disruption of the market for
Uber?
Research Aim
“The aim of this research is to analyse the impact that technology has on the
disruption in the Taxi industry. A case study on Uber”
Research Objectives
 To understand the concept of Digital disruption to the different industries.
 To analyse the business model which Uber used to disrupt the taxi industry in UK
market.
 To determine strategies Uber is using to disrupt the use of taxi industry in market.
 To recommend strategies to Uber on how to digitally disrupt the market of Taxi in
UK market.
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CHAPTER – 2: LITERATURE REVIEW
Theme 1: The concept of Digital disruption to the different industries.
In accordance to the views of Vives, (2019) digital disruption is being referred to as
the type of environmental turbulence which is being created by any change in digital
innovation. This is particularly because of the reason that any kind of the digital innovation or
the change leads to some of the effects as well and these can be both positive and negative.
Along with this digital disruption can also be stated as the effect which changes the
behaviours and expectation of the market or the industry through the digital changes and
channels.
Along with this Skog, Wimelius and Sandberg (2018) stated that this digital
disruption generally happened after any digital innovation is being implemented. This is
particularly because of the reason that this digital innovation affects the expectation of the
consumer and their behaviour towards the working of the company. The digital disruption
includes the change which can be good and bad both and this depends on the technology
being present and implemented within the industry.
In against of this, Watermeyer and et,al., (2021) stated that digital disruption is a good
thing to be implemented. This is because of the reason that it results in better working and
develops some new technology and business ideas as well. the use of digital disruption is
very important for the reason that it increases the customer satisfaction as currently consumer
require more innovation. Hence, this case of digital disruption generally includes the positive
changes and it increases the interest of the consumer within the technology and improves
their satisfaction level as well.
On the other hand, Cozzolino (2019) argues that using digital disruption is that is
assist the company to grow and develop in better terms. This is particularly because of the
reason that many a times the use of technology is beneficial for the companies as it improves
the efficiency and also includes the base for growth and development. In case companies will
not be using latest technology then this implies the company is obsolete and does not work in
accordance to the latest trends.
Moreover, Geissinger, Laurell and Sandström (2020) articulates the fact that using the
digital disruption brings in more innovation within the workplace. This is particularly
because of the reason that when a single technology is brought then this results in more
opportunity being developed. Hence, as a result of this the working efficiency of the company
will improve. This digital disruption paves way for many new developments and
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improvements. Also, all these digital disruptions driven technology help the companies to
grow more.
Along with this Raustiala and Sprigman (2019) stated that there are also some of the element
to be included for the digital disruption. This is particularly because of the reason that it
involves making the disruption more effective. These different elements include industry,
society, technology and business. This is necessary for the reason that all these elements
improves the level of digital disruption and improves the overall working of the company.
Theme 2: Analysation of business model for Uber to disrupt the taxi industry in UK
market.
As per the analysation of Castillo de Mesa, (2021) Uber has been a very big success
over the years. Its effectiveness and ways in which it has been able to adapt to the taxi
industry. The business model for the which can be very effective for the organization to gain
the popularity that is helpful for providing the business access to usefulness and innovation.
The company has been able to use some models and techniques which has allowed it to be
simplify the process of its operations. Utilization of an mobile application for being the link
between the customers and the suppliers is a very effective strategy and business model for
the organization. Sibanda and et.al., (2020) added to that by saying company has provided the
fare that is able to split the options of the business and its pricing strategies. In order to be
more effective the management and analysation of the techniques that are able to work with
the direct revenue model. It is important for the business to manage the changing
environment and the respectable marketing strategies needed for the usefulness. The
investments made by the business is helpful for taking a different driver in the market to
influence the intentions for spreading the services in an effective business environment.
Cozzolino, Verona and Rothaermel, (2018) explained that the subscription model has
been known to be one of the most trending ways of forms of model that is effective towards
the digital disruption. In this model the business fixes an expenditure that it is going to make
with respect to its products and services. Uber can use this model to influence the customers
towards gaining new offers and free rides. It is going to allow the organization to bring new
digital technologies in the market for influencing the traditionally purchased on the ad hoc
basis, and locking the customers towards gaining a repeat of the charged subscription (The 10
Business Models of Digital Disruption (and how to respond to them), 2018). This model is
helpful for the business to gain consistency that will allow the business to create new growth
and develop strategies that influences the business. Aiolfi and Sabbadin, (2019) also added
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that freemium business model that is effective for the digital disruption is helpful for the
business gain a huge customer base. In this model the business focuses on the development of
the basic services and the products which are helpful for the data for making the business
charge up to the upgrades that are needed for fulfilling the offer. The importance of this
business model for this organization can be measured with the low marginal cost for the extra
units and distribution that is present in the comparison to the advertising revenue and sale of
personal data.
The study of Radukić and Kostić,(2019) explains that the free model is also a way in
which Uber can provide the services to its customers. In this model the business will not be
charging he customers however, The aim of the business in this model will be on obtaining
advertisements that bring the growth that is essential for the organization. This is the factor
which is harvested by the consumers for a free product or services that is captured by the
through the use of data and attention. The study of Sriweawnetr and Chaisuwan, (2021) is
able to add to that by focusing on the areas which can be improved by the business to develop
the access over ownership model. This model is able to explain how it provides the business
with the temporary access to goods and services that will be available for the purchasing. In
this business the focus is going to be on the areas that are available for the temporary access
to the goods and services for the traditionally available purchases. The inclusion of this is
considered to be the key factor which helps the organization in monetization of their assets.
The view of Herrmann and et.al., (2018) explains that the global taxi services market
has been able to growth significantly with the use of revenue model which has brought the
organization the consistent revenue that it requires for being able to achieve success. The taxi
platforms are able to use the applications which are known to be a very good use of the
income that the companies are able to allow in the company. Licences of the business has
been able to hand in taxi drivers for paying them the money at the exchange of the value.
Karimi and Walter, (2021) is able to understand that the customers are very important for the
business model to be effective for the business to analyse the essential aspects of the demand
and crucial role when it comes to the business of taxi. In these business models the role of the
taxi drivers are very important hence these organization needs to ensure that they are able to
provide the drivers proper care for influencing their growth.
Theme 3: Strategies of digital disruption for Uber to utilize in taxi industries.
Prevost, Johnston Prof and Tanner, (2018) is able to determine the strategy that is
used for the inhabitation of the disruptor. This-is considered to be the factor which is able to
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claim the business patents and copyright infringement for the erection for the regulatory
hurdles that are helpful for the business in legal barriers. This strategy for the digital
disruption is going to helpful for the business erection of the regulatory hurdles and using the
other legal barriers. It is a strategy which is going to allow the company to gain
differentiation. With the help of Dyda and et.al., (2021) the milk strategy in the digital
disruption the organization is going to be more vulnerable businesses for preparation of the
inevitable disruption. For the management of the investment model the organization is able to
provide the key insights that allow the business in managing and launching new services.
Utilization of a disruption model has been considered to be a very effective strategy that taxi
services organization can utilize in order to gain the success that they are looking for in the
organization.
Weill and Woerner, (2018) explains that disruption of the current business strategy
can help the business launch a new product or services that can help the business to disrupt or
leverage the inherent strengths which the business requires for increasing the market
knowledge and brand scale. This is helpful for the organization in accessing the capital for
the relationships that the business needs to build new operations. Analysation of the key
strengths are considered to be the factor which influences the practices which bring the
market of taxi services the necessary complexities. Damle, (2018) shows the explanation
about how Uber can utilize some methods in which it can eliminate the different transactions
costs. This is related to the use of monopoly for the transport industry. Decreasing the
transaction cost can allow the business in increasing the influence of the transport service
providers. For this organization increasing the productivity of the assets and employment
rates a way in which it can disrupt the industry.
Analysation of Liu, Brynjolfsson and Dowlatabadi, (2021) also explains that
utilization of the cutting edge technology for influencing the business can help the
organization in the creation of an effective strategy that the Uber utilized. The people that use
their smartphones in their daily lives expect new technology which is the way in which they
are able to grow their business operations. By skipping the licence system and enters into a
contractual relationships directly with the drivers. In this employer-employee relationships
the drivers are able to maintain a degree of freedom that is having to worry about the costs
that is associated with the employment. Stein and Head, (2020) also argued that the use of
convenient and frictionless payment is the factor which is considered to be the most
responsible form of billing information that is used for automatically charging the customers.
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Providing the customers with cash less travelling is the factor which is responsible for the
avoiding unnecessary issue of ditching caused by the drivers.
The result of Spicer, Eidelman and Zwick, (2019) study shows that the
implementation of the quality control through a rating system is the factor which is
responsible for the Uber's business model to impact the customer rating which is at the end of
the trip or ride. In this system the driver is able to encourage the drivers for providing and
maintaining the high quality of services. This is the factor which helps the individual in the
driving and interacting with the passengers for developing a way in which they are able to
maintain the vehicles. Khozen, Setianty and Meiriza, (2021) also added that this organization
by being tough and fearless can be able to build a strategy that is considered to be effective
for the development of reputation that organization bring for the creation of controversies.
The local rules and regulations of carrying out the core services can be able to develop main
reason for legal suits and action taken against the company. This company has ben able to
take risk and achieve that level of success.
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CHAPTER – 3: RESEARCH METHODOLOGY
Research methodology
There are two methods which are used for the conduction of research in an effective
and appropriate manner. These two methods of research which are used are qualitative and
quantitative. In this research the quantitative research method has been utilized as it is very
effective and appropriate for managing work and providing the desired result in an effective n
appropriate manner (Zangirolami-Raimundo, Echeimberg and Leone, 2018). This has been
considered to be effective for helping in this study for understanding the concept of
disruption in the management of the organization. This method has the following advantages
and disadvantage,
Advantages of quantitative methodology:
 In this form of research methodology the data collection occurs rapidly with
quantitative research.
 The samples selected in this form of research are randomized.
 This is the research which offers a reliability and repeatable information to the
research.
 This is effective for the generation of the finding that are related to the quantitative
research.
 This research is very anonymous.
Disadvantages of quantitative methodology:
 For this research there are no options of following up on any answers that are related
to the quantitative research.
 The characteristics of the participants might not be applicable to the general
population.
 It might not be able to determine if the answer is true or not.
 The cost is the factor in this quantitative research which needs to be considered.
Sampling
Sampling in research is the method that is used for completing survey. This is
effective as it is able to adapt to random, purposive and non-probability methods. In this
research the random sampling method has been taken with 40 number of respondents for
primary research. This is the participation of employees at Uber which are working in UK
market. The reason for choosing these respondents are effective and applicable for the society
to achieve more benefits from the society in an effective and appropriate way.
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Data collection methods
The data collection methods for this research includes questionnaire, interview,
observation and focus group. These methods are effective and appropriate way of collecting
data.
Advantages and disadvantage of Questionnaire are,
Advantages Disadvantages
Time saving and cost effective method of
collecting primary data.
The responses to this information is very
limited hence not as effective.
Helpful for managing data for large scale data
collection and analysation of basis of survey
This information lacks personal contact which
means that the company is applicable for using
and managing data.
Advantages and disadvantage of Interviews are,
Advantages Disadvantages
This face to face method involves accurate
screening and effective and appropriate ways.
This is a costly method of collecting data.
It helps the researcher for collecting verbal and
non verbal clues for analysing and interpreting
concept of more effective ways.
It is a limited data storage of around 5 to 8
people hence is less effective.
Data analysis methods
The method of data analysis in this research utilizes different methods which are used
for the collection of data and analysis that is known to be more effective. The researcher is
able to use the primary and secondary method of analysis. These two methods are known to
be very effective and applicable for the research while managing the factors and growth. The
primary research is the first handed and is known for its recorded data. Whereas, secondary
research already present as a research or study. This is generally applicable for being more
effective and appropriate on the basis of the other writer's view point.
Pros and cons of primary data are,
Pros Cons
This form of data has been considered to be
more accurate as is an updated information.
Gathering of primary data is time-consuming
and costly.
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The researcher has more control of this data
and can help in maintaining privacy.
This requires more effort and must be easy and
understandable otherwise is not effective.
Pros and cons of secondary data are,
Pros Cons
The access of this form of data is very easy and
cost free hence saves time of researcher.
This may or may not be specific to the needs
and can have control over data quality.
This data allows in generation of new insights
onto the previous analysis.
Secondary data has its own biass which can be
or cannot be in the favour of research.
Ethical Considerations
In this research the principles required for making proper guide and design for the
different practices are considered for effective manner. This research ensures voluntary
participation of the respondents as voluntary with complete consent. Anonymity and different
potential consideration for the privacy of the information of the respondents is kept keeping
the data protection act in mind. This data is not misused or shared with any other third party.
Research limitations
In this research the selection of the research methodology on the time of use is
considered to be the adopting of the methodology which is effective and appropriate manner.
In this research the using findings, appropriate ways and completion of research has been
considered for the utilization of relevant resources and time.
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