The case study

The assignments

An external team of consultants who have been hired by Uber to address current criticism facing them worldwide. In particular, you have been asked to do the following:

• Carry out an in-depth analysis of the key past problems Uber has faced in the public eye and how these were handled. In doing so, identify key lessons you feel should be learnt from these, and how these can help Uber address similar potential problems in the future;
• Carry out an analysis of how Uber’s current culture compares to that of comparable companies and competitors (you will need to decide which are relevant and explain why);
• Based on your research for above, present a detailed cultural change plan for Uber, which should include reflection on some of the problems identified relating to unethical culture (including apparent sexism, aggressive anti-competition practices, and lack of sufficient concern for privacy and safety), as well as how Uber should act in different international contexts. This should include detailed explanation of how you propose to ensure the plan’s successful implementation into practice.

An external team of consultants from a competing company, who have also been hired by Uber to address current criticism facing them worldwide. In particular, you have been asked to do the following:

• Carry out an in-depth analysis of the key past problems Uber has faced in the public eye and how these were handled. In doing so, identify key lessons you feel should be learnt from these, and how these can help Uber address similar potential problems in the future;
• Carry out an analysis of how Uber’s current leadership practices compare to comparable companies’/ competitors’ (you’ll need to decide which are relevant and explain why);
• Based on your research for above, present a detailed leadership development plan for Uber, which should include how this may impact Travis Kalanick, the CEO. The plan should also include a detailed explanation of how you will implement this plan and ensure its success, as well as communicate it to key stakeholders.

Representation of Uber staff working in corporate headquarters in San Francisco, but also its European offices in Amsterdam.

Representation of Uber’s investors, including Google Venture, Capital Partners and Qatar Investment Authority.

Thématiques

• Harcèlement sexuel : Chapitres 22, 25 et 26

Livre

Questions d’analyse

• Comment les autrices articulent-elles la gouvernance d’une organisation avec sa gestion de personnel et le quotidien de ses acteurs ? Illustrez votre propos avec les établissements de santé étudiés dans l’article.
• Comment naissent les dilemmes éthiques rencontrés par les acteurs ? Comment sont-ils résolus ? Utilisez les cas présentés dans l’article pour illustrer votre réponse.
• Développez la notion de climat éthique pour articuler l’ensemble des éléments de votre analyse en conclusion.

Article

Comment Amazon s’est-elle attaquée à ses concurrents directs et indirects ?

• Décrivez les stratégies et tactiques concurrentielles déployées par Amazon face à ses concurrents (directs et indirects, présents et potentiels). Résumez l’analyse de Mauduit (2024) et utilisez-la pour structurer votre analyse d’Amazon.
• Sources empiriques : Mayet (2019) Ch 2, 3 & 5 et Mauduit (2024) Ch 1

Mayet (2019)

Mauduit (2024)