Reference no: EM133597028

Case Study: Uber Technologies, Inc., the app-based ride-hailing service launched in San Francisco in 2010, claims to be "changing the logistical fabric of cities around the world" by allowing users to hail a ride via their smartphone. Since going global in 2013, the game-changing company now has over 3 million drivers who have provided over 10 billion reliable rides for passengers in more than 600 cities in 65 countries around the world. Recently valued at $65 billion as of 2020, Uber appears to have made some smart decisions.

However, Uber has also made decisions that damaged its reputation and may threaten its future growth and profits. Insisting its drivers are independent contractors is a risky business model whose legality is questioned. Uber has come under scrutiny in countries around the world for conducting flawed background checks on drivers and protests by taxi drivers have forced it from some markets. Allegations by a female software engineer at Uber about a heedless company culture rife with sexism and harassment have forced the company to investigate. A report has also surfaced alleging that for years the company has misused data. In addition, Lyft, Uber's primary competitor, has been gaining ground on it, forcing Uber to emphasize its Uber Eats business. However, there is evidence that Uber Eats is stagnating so the question has become, how will Uber innovate for the future to support its growth? The decisions made by senior management will be more critical than ever if Uber is to continue to grow and prosper in an increasingly competitive business environment.

Question: Assess and evaluate Uber's decisions, and provide your self-reflection with a probable solution with references.