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Uber Technologies, Inc.: Accountability in Corporate Culture
James Cook
Research Assistant, University of Notre Dame, USA
Raj Patel
Associate, Barnes & Thornburg LLP, USA
James S. O’Rourke, IV
Professor of Management, University of Notre Dame, USA
Volume 11: 2018, pp. 33-50; ABSTRACT
Uber, the popular car-sharing company, faces internal and external scrutiny for its toxic start-up corporate culture, insensitivity toward drivers and riders, and constant avoidance of legal requirements. The case discusses the events leading to the termination of Travis Kalanick, co-founder and former CEO of Uber, and the reputational damage the CEO caused the company. The case also explores collaborative consumption and the six core principles of a coherent corporate culture. How does Uber repair its reputation and get customers to come back? How does Uber “grow up” as it exits the startup phase of its operation and considers going public?
