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Case Code: MKTG370
Case Length: 12 Pages 
Period: 2015-2017   
Pub Date: 2017
Teaching Note: Available
Price:Rs.400
Organization : Uber Technologies Inc. (Uber)
Industry : Transportation service
Countries : United States 
Themes: Managerial Economics/ Business Economics/Economies of Strategy/ Consumer Behavior/ Marketing Management
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The Economics behind Uber's Surge Pricing

 
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THE BIRTH OF UBER

 

Headquartered in San Francisco, California, Uber was a technology company founded by Garrett Camp and Travis Kalanick in 2009 with the objective of providing an on-demand transportation service to customers worldwide. The idea for Uber was born when Kalanick had trouble hailing a taxi in Paris to get to a conference. Realizing the severity of the problem that travelers around the world faced, the duo decided to launch UberCabs with a simple idea – tap a botton, get a ride. Since the company’s founding, Kalanick had helped in developing Uber and had served as its CEO since 2010. In 2011, the company changed its name from UberCab to Uber.....

 
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