Uber: Riding on Responsibility or Irresponsibility?
Biswanath Swain, Akhaya Kumar Nayak, and Prabin Kumar Panigrahi
Indian Institute of Management Indore, India
Volume 16: 2021, pp. 203-218; ABSTRACT
The cultural components, such as norms, values, beliefs and practices, of the host culture significantly influence the strategy and decision making of international businesses. Thus, understanding the cultural dynamics of any given business environment is indispensable for a marketer conducting business in multinational and multicultural space. Normally, the cultural components and attributes of ethics are intertwined with each other. Therefore any attempt to evaluate an ethical issue pertaining to business operation in one culture through the lens of another culture can lead to deleterious consequences. This case examines one such incidence of decision making by the president of Uber in Asia. The case attempts to bridge the gap between theoretical understanding of ethical frameworks and cultural components on one side and international market – the domain of pragmatization – on the other.
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