Winner - The Best Case Award on 'Economics and Finance', Award Sponsored by IBS Alumni Federation, In the International Case Study Conference 2017 (ICSC 2017), organized by IBS Hyderabad

The Economics behind Uber's Surge Pricing

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, Economics of Strategy, Consumer Behavior, Marketing Management
The Economics behind Uber's Surge Pricing
Abstract Case Intro 1 Case Intro 2 Excerpts

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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