J. Accessed April 18, 2020. There will be a section of an opinionated conclusion at the end of the paper. 6 Ethical Issues in Healthcare in 2020 | AHU Online. Accessed April 18, 2020. Retrieved from http://money.cnn.com./2016/08/11/technology/uber-lawsuits/index.html, Kroninger. Uber: An Unethical Company. This is achieved through effective promotional campaigns (Marketing Techniques, n.d.). Uber. The groundwork for this change was laid when a policy change was made in Summer of 2015 that allowed Uber it to track its users while the application was running in the background. A. A freelancer is an individual who earns money on a per-job or per-task basis, usually for short-term work. Uber already faces complaints from various governments that it shirks its tax liabilities onto its drivers and that the drivers are often non-compliant about paying their taxes. More tax legislation could exacerbate the problem and will also mean either an increase in ride fares or the end of Uber operations in that particular city or state. Ola is still the leading transportation network in India partially due to their substantial marketing budget, but according to Peter Ramenthaler, do not count Uber out. A self-employed individual does not work for a specific employer who pays them a consistent salary or wage. This is the cheapest Uber service offered. This index looks at domestic partners and transgender benefits, and diversity training (Bhuiyan, 2017). Measures need to be put in place that tracks customer awareness and satisfaction (Marketing Techniques, n.d.). According to the Merriam-Webster’s dictionary, a stereotype is derived from a French word that means “standardized mental picture that is held in common by members of a group and that represents an oversimplified opinion, prejudiced attitude, or uncritical judgment (Stereotype, 1828).” It is important to avoid stereotyping when forming a workforce because basing qualification of doing a good job on physical or societal partiality can hold the company liable for discrimination. Besides the Fowler sexual harassment case, many top executives either resigned or quit in response to these scandals. Uber: Climate Change Hero, or Villain? "Uber shuts down in Denmark." The authorities have begun charging Uber drivers access fees to drop-off and pick-up customers at the airport. The access fees increase the cost of a ride for consumers, making the service less competitive when compared to traditional taxis.Â. An initial glance shows Lyft doing better than Uber and the industry norm in terms of gender. Overall, 63 percent of the staff is white, Asians make up 19 percent, with Latinas and Blacks trailing behind with 7 percent and 6 percent. “Power Drivers” are awarded $2,000 for logging 60 hours in a week. Drivers are also awarded for accepting 90 percent of requests and completing as many drives as possible. In the third phase, Uber took advantage of India’s rich festival traditions by offering free and discounted rides for special holidays. RideSharingDriver. In Montana, after an initial “probationary period”, employees are protected from being fired without a reasonable cause (Guerin, n.d.). In fact, Fowler had a “perfect performance score.” She was later told that performance was not just about the score, it also factors in things outside work and personal things. "Uber and the labor market." J. This would also allow riders to share locations and estimated time of arrivals with friends and family. Cab and truck drivers are protected by unions and are required to take mandatory breaks. This has caused customers turn to alternatives such as Lyft and SideCar (Ogurchak, 2016). Uber is the taxi app that has taken big cities by storm. Quora Contributor Opinions expressed by Forbes Contributors are their own. "NYC Payment." "Use Uber in cities around the world." The third stage is perhaps the most important one: evaluation. Rideshare drivers demonstrate against rideshare companies Uber and Lyft during a car caravan protest on August 6, 2020 in Los Angeles. Users have no reassurance that Uber would limit its location tracking to only five minutes after the trip ends (Hawkins, 2015). Uber’s privacy statement applies to drivers, agents, partner transportation companies, and individuals who use the Uber platform and lives in the United States. Uber has also secured protection for its logo, application icons, and designs. The plaintiff had no memory of how she got back to her room (Lein, 2016). Of Uber’s 12,000 employees, less than 40 percent are women, and Black and Hispanics account for only 15 percent of the workforce. In doing this, Uber maximized their intellectual property protection and increased brand awareness. Uber. Uber. Uber has suffered a spate of negative publicity in recent days after allegations of discrimination and harassment from a former software engineer (“Another Uber Engineer Goes Public With Sexism and Harassment Allegations”, 2017). Industry partnerships were formed to enhance Uber’s presence and grow its user base (Ramsenthaler, 2016). It must be set at an attractive price that will encourage customers to purchase the offerings. In various countries, Uber is outright forbidden.  In others, there is a call for regulation in the industry or for the governments to declare the car-sharing app illegal. With 42 percent of its employees identifying as female, Lyft appears to fare better than Uber. In October of 2015, Uber launched an update announcing this would make the Uber application easier to use. "Independent Contractor (Self-Employed) or Employee?" The 27-year-old claimed that after a night out, she took an Uber to her boyfriend’s house but she never made it. 2016 was a rough for Uber, but there are positives. This misuse is exemplified in 2011 when venture capitalist, Peter Sims, received text messages from a stranger telling him exactly where he was while he was traveling via Uber in Manhattan. Uber maintains that it is a technology company and that its sole function is to connect drivers and passengers. This works out well for the company–it can start operating in new markets easily and doesn't need to concern itself with employer-employee laws and the related responsibilities and obligations. According to the Americans with Disabilities Act (ADA), taxi services must not discriminate against disabled individuals and their vehicles must be wheelchair accessible. Uber. Retrieved from https://www.uber.com/diversity/, Uber. The use of God View was not monitored and since the application was authorized for “legitimate” business purposes, a strong foundation for misuse was established. Some of these organizations include Historically Black Colleges and Universities and Hispanic Serving Institutions. Uber may disclose information, including personal data, to third parties if: “(a) there is a complaint, dispute or conflict, including an accident, relating to a Driver; (b) it is necessary to enforce the terms of the Driver Agreement; (c) it is required, in Uber’s sole discretion, be applicable law, regulation, ordinance, license, or operating agreement; (d) it is necessary, in Uber’s sole discretion, to protect the safety, rights, property, or security of Uber, the Uber Services, or any third party; to detect, prevent… security or technical issues… to prevent or stop activity in which Uber… considers to be, or pose a risk of being, illegal, unethical, or legally actionable (Uber, 2015).”. Now, Uber users are forced to choose between “Never” and “Always”. This prevents competitors from using similar interfaces that could cause customer confusion. One of the biggest battles Uber has fought since its conception is the classification of its employees. Uber partnered with the Grace Hopper Celebration of Women in Computing to recruit more women in the tech field (Uber, 2017). Uber’s campaign to make Uber trips as safe as possible and advocacy for women’s rights, portrays an image of a “reliable and progressive company (Ramsenthaler, 2016). Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Retrieved from http://www.npr.org/sections/alltechconsidered/2017/06/09/531642304/the-faceless-boss-a-look-into-the-uber-driver-workplace, Stereotype. CNNtech. Retrieved from https://www.marmind.com/en/uber-cool-ubers-successful-marketing-approach-india/, Rubinstein. Retrieved from http://www.annexcloud.com/blog/2016/01/28/ubers-marketing-strategy-in-7-steps/, Gallegos. These partnerships included Capital One, Starwood Hotels, and Spotify (Fisher, 2016). While Uber attempted to fight these claims because their Drivers are independent contractors, many of these complaints can be linked to Uber’s background check policies. Uber and Lyft’s Drivers are not employees. Aside from the risk of potentially being non-compliant with taxes, Uber drivers face incredible risk when working in cities or countries that have banned the company. Although it was illegal to terminate an employee based on these complaints, Fowler quit Uber sooner after and joined Stripe (Levin, 2017). NPR. Uber Drivers have sensors in their smartphones that allows Uber to monitor turns, lane changes, and rolling stops. This is not an example of the work produced by our Dissertation Writing Service. While working as an independent contractor for Uber has its perks, there are downsides. Uber’s motto: Be Your Own Boss has been effective in gaining more Drivers. As the technology company expands and is met with governmental opposition and protest, it will find it harder to get drivers to compete against established taxi companies. Drivers can set their own hours, but according to David McKee, a Driver from Vista, California, in order to make enough money, you would have to work peak hours- morning rush hour or weekend nights (Shahani, 2017). UBER has been subjected to many law suits and ethical issues. "Growing and growing up." Murray Goulden "LA: The New UberEATS App is Arriving Now." Entrepreneur. Retrieved from https://www.entrepreneur.com/article/23588, Shahani. California's AB5 set rules for gig workers and firms hiring them. In 2012, the Whistleblower Protection Enhancement Act (WPEA) was passed to strengthen the Whistleblower Protection Act (WPA) of 1989. "Form S-1." No plagiarism, guaranteed! Uber faces punishment for standing with anti-sexual violence advocates to protect survivors’ right to determine how their information is disclosed. This may violate the Driver’s privacy because they are tracked on their personal phones, but Uber counters that tracking keeps Drivers accountable for safety, and protect them against unfair complaints from riders. Since Uber’s biggest competitor, Ola, had home field advantage in India’s ride share market, Uber had to come up with a creative strategy to gain market share. Common law trade dress protection is granted when “a company’s customer has become familiar with the design of a company’s product, such as the Coca Cola bottle (Ogurchak, 2016).”. This is to ensure the safety of the Driver and their riders. Retrieved from http://www.latimes.com/business/technology/la-fi-tn-uber-la-assault-20160721-snap-story.html, Levin, S. (2017). As a copyright owner, you can control how your work is reproduced, distributed, and presented publicly. Uber’s Never Ending Stream of Lawsuits. Drivers, like McKee, do not trust Uber’s intentions regarding regard to their private data (Shahani, 2017). Accessed April 18, 2020. After filing several more reports to Human Resources about discrimination, Fowler was told that she was on thin ice and that one more complaint would cause her termination. Accessed April 18, 2020. "Update on AB5." Uber claimed this permission was needed to provide the “most precise transportation service.” Since “location is at the heart of the Uber experience,” they request riders to provide more information to increase estimated times of arrivals and identifying the best pick-up locations. Customers share their ride with strangers and split the cost. A California woman sued Uber Technologies in July for negligence that led to her being raped. He was later notified that the person who messaged him told him was at an Uber launch party in Chicago. (2017). Leadership in this department is dominated by Whites (59 percent) and Asians (34 percent). Multitasking Drivers. Retrieved from https://www.uber.com/legal/privacy/drivers-us/en/, Uber Technologies Inc.: Managing Opportunities and Challenges. The Four Biggest Legal Problems Facing Uber, Lyft and Other Ridesharing Services. “God View”: Uber Investigates Its Top New Your Executive for Privacy Violations. There have been several complaints about car accidents, assault, and rape. One could argue that background checks limit the possibility of something like this happening, but Uber’s policy is lacking (Lein, 2016). A blog written by Susan Fowler, a former engineer at Uber, detailed her sexual harassment experience that was initiated by her manager. Uber is a ride sharing service, written by journalist Cathy Rainone of NBC4 “a customer requests a car using a smartphone app and Uber sends its closest driver to their location, using the phone’s GPS. While Uber has not technically broken any law, its actions are warranting reviews that will eventually serve as checks and balances for ridesharing companies (Gallegos, 2014). The company lost around $8.5bn in 2019. To make matters worse, Apple helped them do it (Hawkins, 2015). According to the victim, the last thing she remembered was drinking a complementary bottle of water provided by the Driver. Uber’s entrance into this market was impressive. During this period, the appropriate marketing mix must be determined. The plaintiff’s attorney, Castillo III, said, “Right now, their background check largely consists of an online application with no fingerprinting and no in-person interview. By making itself part of the solution, Uber can capitalize on these priorities. Uber IP: A Primer On the Patents, Trademarks, and Copyrights Owned by Uber. The price per mile in Los Angeles is 5 cents cheaper. A possible explanation is that Uber believed that since they had deactivated Drivers who were charged with criminal acts and assisted police investigations, they absolved these grievances. Accessed April 18, 2020. In early June of 2014, three disabled individuals filed a complaint against Uber and Lyft because their cars were not wheelchair accessible. Uber classifies its full-time and part-time employees as independent contractors, not employees. Registration is not required to own a copyright, but it is highly recommended. T. (2016) WeHo Woman Sues Uber for Negligence After Being Raped by Driver. As Uber entered unique regional markets around the world – from New York to Shanghai, it has adapted its business model to comply with regulations and compete locally. Dissertation Uber’s Target Market. Users). A marketing strategy is a tool used to meet the needs and requirements of customers with clear and specific objectives. "AB-5 … The company wrote in a blog post they were conducting interview training to simplify the hiring process, include more women in tech, and educate employees on “why diversity and inclusion matters”, “how to be an ally”, and “building inclusive teams” (Bhuiyan, 2017). This can lead to expansion into other industries or new acquisitions. If Apple users choose to “Never” share their location, they have to manually enter their pick-up address. (2016). Uber. To date, there are no official OSHA citations for noncompliance, but there is a serious issue that needs to be addressed. Topics such as duty of loyalty, diversity, privacy, worker’s rights, global climate change, and risk management will be discussed. Free resources to assist you with your university studies! 9th Dec 2019 Trademarks communicate “intellectual and emotional attributes about… your company, and your company’s reputation, products, and services. Accessed April 18, 2020. Anna Gallegos, a writer for The Lexblog Network, wrote an article titled The Four Biggest Legal Problems Facing Uber, Lyft and Other Ridesharing Services. Uber made no comment. These terms and conditions are necessary to protect the company if a Driver or agent become liable, or if there is a disputed claim. Uber’s biggest problems are internal, but it does not have long to set those issues straight. (2017). This paper aims to engage with the social issues emerging from the increasing reliance upon app-driven services, as they pertain to precarious labor and ethical standpoints in a digital era. Uber’s unconventional marketing approach, while unorthodox, was able to successfully establish its brand in India without the use of mass marketing. After talking to more female engineers in the company, Fowler found out that some of the ladies had reported inappropriate interactions with the same manager before she worked at Uber. These include white papers, government data, original reporting, and interviews with industry experts. Uber’s strategy is to use utility patents to protect its intellectual property. Reuters. This narrow interpretation of this act required employees to present “undeniable, uncontestable or incontrovertible proof” of their claims to qualify for protection. Lyft may have an advantage over Uber because their workforce is only a fraction of Uber’s- 1,600 employees opposed to Uber 16,000 employees. All About the Cheapest Uber Sercive. "German court bans Uber's ride-hailing services in Germany." These improvements are targeted at markets where reverse geocoding is inaccurate. As Uber continues to expand outside of the United States, it increases its operational risks. (2017). NPR notes that the respondents to their survey, over 10 percent said they were unaware of this, and half of the respondents said they want them to stop. Retrieved from https://www.uber.com/ride/safety/, Uber. This lowers the price of the ride for the customer and limits the number of trips Drivers have to make. And he said he thinks Khosrowshahi can still polish Uber… Employees are protected from reporting illegal activity, discrimination, harassment, health and safety violations in the workplace, or taking family or vacation leave (Guerin, n.d.). Even though critics claim that this could result in hiring known criminals, Uber believes that their method is thorough. The following are few of the ethical issues which are highlighted: Ethical issues Passenger Safety: According to New York Times, many UBER drivers have been convicted with sexual harassment and sexually assaulting of the passengers. When Fowler first joined, her organization was 25% female; by the time she tried to transfer to another team, the female demographic had dropped to 6%. All work is written to order. We're here to answer any questions you have about our services. Despite these promises and improvements, customers were outraged that Uber forced them to share more location data than they wanted. The fourth and fifth phase focused on the long-term success of their venture. Uber’s official website assures riders that they are committed to their safety. Ethical Challenges faced by Uber Ethical issues are a great concern for the company. Los Angeles Times. Last, but certainly not least, the target market needs to be aware of your offerings and its availability. Accessed April 18, 2020. As a result, a group called, Electronic Privacy Information Center, filed a complaint with the Federal Trade Commission saying that this was “unlawful and deceptive.” Uber argued that since this information was voluntarily given, they were operating within the law (Hawkins, 2015). The number of countries with Uber drivers in 2020.. Uber says they were mentioned in the top 100 Human Rights Campaign’s Corporate Equality Index. Retrieved from http://www.ridesharingdriver.com/whats-uberpool-shared-ride-cheaper-than-other-uber-services/, Fischer, L. (2016). Accessed April 17, 2020. As a result, Uber is protected from their Driver’s indiscretions. We had also instituted a 24/7 support line so that any employee can feel safe reporting unprofessional behavior (Uber, 2017).”, On February 19, 2017, Sam Levin wrote an article outlining sexual harassment claims made by Susan Fowler. A Washington Post investigation found that Uber prioritizes liability concerns over safety, prompting Sen. Richard Blumenthal (D-Conn.) to demand answers from Uber … Without an employer-employee relationship, Uber isn't obliged to pay Social Security taxes, unemployment insurance, or worker's compensation. And, it is not required to reimburse drivers for mileage. Valued at $70bn (£54bn), it has millions of customers and thousands of drivers around the world. To further capitalize on this opportunity, Uber has created a department for Public Policy Associate in Sustainability and Environment Impact (Fischer, 2016). Uber reserves the right to collect personal information about its users when they create an account or use their services. Reference this. Drivers are completely liable for any damage and injury caused while transporting riders. Molly McHugh, editor for The Ringer, writes that “a BBC report found that Amazon delivery drivers urinate and defecate inside their delivery van to keep up with intense demand (McHugh, 2016). At Uber, 5% of managers – 84 out of 1,704 – are Black. Disclaimer: This work has been submitted by a student. Halbert, T., & Ingulli, E. (2015). Ed Baker, Vice President of Product, resigned after he was reported making out with another staffer, and the company’s CEO, Jeff Jones, resigned after six months because his values did not match with Uber’s culture (Bhuiyan, 2017). Despite these remedies, Uber still have trouble broadening their diversity because of the multiple scandals facing the company. Furthermore, taxi service in Asia is fast, clean, cheap and, in some countries, can be paid for via NFC cell phones—negating Uber's competitive advantage of being able to pay for a ride with its app. These are issues that go far beyond one election — and in the case of gig-economy companies including Uber Technologies UBER, -1.72% , Lyft LYFT, +1.86% , … Taxi and rickshaw transportation is essential for local professionals so Uber launched The Office Hero campaign that granted discounted and/or free rides to customers who referred a friend. When these ladies reported their incidents, they were told that it was his “first offense. While this is a plausible course of action, evidence that suggests otherwise. "Airport Fees." Registered Data Controller No: Z1821391. Uber seems to have grasped the latter, it is having difficulty with the former. Accessed April 18, 2020. You can view samples of our professional work here. This incident could be considered an irregular occurrence, but this was not the first case of this nature. With a history like this, no wonder customers are hesitant about trusting Uber to honor the “five-minute” agreement that comes with this new update. Technology and Operations Management. To export a reference to this article please select a referencing stye below: If you are the original writer of this dissertation and no longer wish to have your work published on the UKDiss.com website then please: Our academic writing and marking services can help you! This information is retrieved by Uber’s service providers, for marketing, analytics, industry, market research, and by Uber for any legitimate business needs (Uber, 2015). J. When the ride is over, Uber has a 24/7 support team ready to respond to questions about the ride and to help retrieve lost items (Trip Safety, 2017). Because of this, there is more competition between Uber drivers and traditional taxis. Retrieved from https://www.theguardian.com/technology/2017/feb/20/uber-urgent-investigation-sexual-harassment-claims-susan-fowler, Marketing Techniques. Their numbers are comparable to the tech industry which is white male dominated. Since trademarks are like real estate, it can be bought, sold, licensed, or used to secure a loan. But according to George Green, writer for Insurance Coverage Corner, insurance coverage depends on who is liable- the company or the Driver. In 2015, Uber published a magazine that advised Drivers to stay hydrated and make pit stops. As possible copyrights with trademarks in taxes also affect how much Uber pays in taxes, evidence that suggests.... To Look and Feel for Uber. the design does not require finger print checks uses... Marketing activities their name and credit card information so users maintain their privacy thousands of drivers joined because the... 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