From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market

Detalhes bibliográficos
Autor(a) principal: Dias Barbosa, Sophia
Data de Publicação: 2023
Outros Autores: Russo, Eduardo
Tipo de documento: Artigo
Idioma: por
Título da fonte: GVcasos
Texto Completo: https://periodicos.fgv.br/gvcasos/article/view/85753
Resumo: The arrival, development and closure in Brazil of the activities of Uber Eats, Uber Technologies Inc.'s online food delivery service, are analyzed in this teaching case. Over five years in the country, while the company operated under intense competition, the platform also had to deal with the social movement for labor rights of the deliverers and the consequent political and legal decisions that affected the company-worker relationship.  The case assesses the strategic-operational challenges of repositioning the brand, now more segmented in the supermarket delivery sector,  after the acquisition of Cornershop.
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spelling From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian MarketDa Uber Eats ao Cornershop: o reposicionamento da Uber no mercado brasileiroUber EatsCornershopPlataformas digitaisConcorrênciaDeliveryDigital platformsCompetitionThe arrival, development and closure in Brazil of the activities of Uber Eats, Uber Technologies Inc.'s online food delivery service, are analyzed in this teaching case. Over five years in the country, while the company operated under intense competition, the platform also had to deal with the social movement for labor rights of the deliverers and the consequent political and legal decisions that affected the company-worker relationship.  The case assesses the strategic-operational challenges of repositioning the brand, now more segmented in the supermarket delivery sector,  after the acquisition of Cornershop.A chegada, o desenvolvimento e o encerramento no Brasil das atividades da Uber Eats, serviço on-line de delivery de comida da Uber Technologies Inc., são analisados neste caso de ensino. Ao longo de cinco anos no País, ao mesmo tempo que a empresa operou sob uma intensa competição, a plataforma também teve que lidar com o movimento social de luta por direitos trabalhistas dos entregadores e as consequentes decisões políticas e jurídicas que afetaram a relação empresa-trabalhador. O caso avalia os desafios estratégico-operacionais do reposicionamento da marca, agora mais segmentada no setor de supermercados, com a aquisição do Cornershop.FGV EAESP2023-01-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/gvcasos/article/view/8575310.12660/gvcasosv13n1c1GVcasos; Vol. 13, No 1: janeiro-junho 2023; c1Revista Brasileira de Casos de Ensino em Administração; Vol. 13, No 1: janeiro-junho 2023; c12179-135Xreponame:GVcasosinstname:Fundação Getulio Vargas (FGV)instacron:FGVporhttps://periodicos.fgv.br/gvcasos/article/view/85753/83377https://periodicos.fgv.br/gvcasos/article/view/85753/84804Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administraçãohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDias Barbosa, SophiaRusso, Eduardo2023-11-15T22:07:39Zoai:ojs.periodicos.fgv.br:article/85753Revistahttp://www.fgv.br/gvcasosPRIhttp://bibliotecadigital.fgv.br/ojs/index.php/gvcasos/oai||GVcasos.redacao@fgv.br2179-135X2179-135Xopendoar:2023-11-15T22:07:39GVcasos - Fundação Getulio Vargas (FGV)false
dc.title.none.fl_str_mv From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
Da Uber Eats ao Cornershop: o reposicionamento da Uber no mercado brasileiro
title From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
spellingShingle From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
Dias Barbosa, Sophia
Uber Eats
Cornershop
Plataformas digitais
Concorrência
Delivery
Digital platforms
Competition
title_short From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
title_full From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
title_fullStr From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
title_full_unstemmed From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
title_sort From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
author Dias Barbosa, Sophia
author_facet Dias Barbosa, Sophia
Russo, Eduardo
author_role author
author2 Russo, Eduardo
author2_role author
dc.contributor.author.fl_str_mv Dias Barbosa, Sophia
Russo, Eduardo
dc.subject.por.fl_str_mv Uber Eats
Cornershop
Plataformas digitais
Concorrência
Delivery
Digital platforms
Competition
topic Uber Eats
Cornershop
Plataformas digitais
Concorrência
Delivery
Digital platforms
Competition
description The arrival, development and closure in Brazil of the activities of Uber Eats, Uber Technologies Inc.'s online food delivery service, are analyzed in this teaching case. Over five years in the country, while the company operated under intense competition, the platform also had to deal with the social movement for labor rights of the deliverers and the consequent political and legal decisions that affected the company-worker relationship.  The case assesses the strategic-operational challenges of repositioning the brand, now more segmented in the supermarket delivery sector,  after the acquisition of Cornershop.
publishDate 2023
dc.date.none.fl_str_mv 2023-01-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/gvcasos/article/view/85753
10.12660/gvcasosv13n1c1
url https://periodicos.fgv.br/gvcasos/article/view/85753
identifier_str_mv 10.12660/gvcasosv13n1c1
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.fgv.br/gvcasos/article/view/85753/83377
https://periodicos.fgv.br/gvcasos/article/view/85753/84804
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administração
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista Brasileira de Casos de Ensino em Administração
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FGV EAESP
publisher.none.fl_str_mv FGV EAESP
dc.source.none.fl_str_mv GVcasos; Vol. 13, No 1: janeiro-junho 2023; c1
Revista Brasileira de Casos de Ensino em Administração; Vol. 13, No 1: janeiro-junho 2023; c1
2179-135X
reponame:GVcasos
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str GVcasos
collection GVcasos
repository.name.fl_str_mv GVcasos - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv ||GVcasos.redacao@fgv.br
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