Case Study: The Uber-ization of E-commerce

  1. Case Study: The Uberization of E-commerce

    The case method is an excellent learning tool as well as an important assessment instrument. It helps develop your ability to synthesize textbook material and various situational factors. With this case study, you will be meeting the following learning outcomes:

    • Define e-commerce concepts and describe how e-commerce differs from commerce in general.
    • Describe the evolution of e-commerce technology and its business significance.


    • Read the case study “The Uberization of E-commerce” on pages 3-6 of Chapter 1 of the textbook.
    • Read the following article:  Homeless, assaulted, broke: drivers left behind as Uber promises change at the top.
    • Write a paper discussing the following: 
    1. Describe Uber’s business model.
    2. Compare this business model with traditional taxi services.
    3. Discuss the strategy of ‘disruption’ with respect to both Uber and e-commerce in general.
    4. Pick a side on the ‘gig’ economy epitomized by Uber. Is it good, or not so good? Explain your position.   

    Organize your paper in the following sections:

    1. Background – Summarize the case study.
    2. Issues – Address the assignment questions.
    3. Summary – Summarize the relevant conclusions and findings.
    4. Resources – List the case study and at least two other sources researched for this paper. Ensure that the resources are also properly cited in the body of the work.

    Your work should be submitted in a Word document, 2-3 pages in length (not including cover sheet), typed in double-space, in 10- or 12-point Arial or Times New Roman font. The page margins on the top, bottom, left side, and right side should be 1 inch each. Use the APA guidelines for writing and citations. Resources listed in the Resources section without an accompanying citation in the body of the work will not be accepted.

    Submit the Word document to the appropriate dropbox. See the Course Calendar for due dates. 

    Evaluation criteria

    Review the Case Analysis Rubric located in the "Getting Started" section of the course for more information on grading criteria.

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