Ivey Publishing
Uber Elevate: The Case For Flying Cars
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Publication Date:
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12 pages (8 pages of text)
Product Type:
Case (Pub Mat)
In 2017, Uber, a ride-hailing application that was recognized as the world's most valuable start-up, was considering launching the world's first “urban air transport” service—Uber Elevate. Uber's chief product officer needed to convince the new chief executive officer and the board that electric Vertical Take-Off and Landing vehicles were the future of Uber, and to articulate a strategy to launch the service. But was it the right time to proceed with this bold initiative? Uber had recently seen its value plummet following a string of scandals that had forced its founder and chief executive officer to step down. How could the chief product officer ensure that Uber Elevate would be the success that he believed it would be? What steps were needed to ensure success?
Learning Objective:
This case is suitable for use in undergraduate, MBA, or executive MBA courses in marketing strategy, organizational behavior, or operations. Ideally, this case would be positioned later in a program, after students have gained knowledge on the foundations of marketing, organizational behaviour, operations, and basic business math and/or accounting. After completing the case, students will be able to
  • structure an evaluation process for the viability and profitability of ventures that have no direct industry benchmarks;
  • develop a marketing plan for a service shrouded in regulatory complexity and customer uncertainty;
  • choose an appropriate segment to target after evaluating opportunities within the competitive landscape;
  • balance public relations challenges and research and development during times of turbulent corporate affairs; and
  • prepare a formal proposal for a board of directors.
Marketing,  Entrepreneurship,  International
Transportation and Warehousing
United Arab Emirates; United States, Large, 2017
Intended Audience:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (12 pages)
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