From Uber Eats to Cornershop: The repositioning of Uber in the Brazilian Market
Autor(a) principal: | |
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Data de Publicação: | 2023 |
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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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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 |
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Fundação Getulio Vargas (FGV) |
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FGV |
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FGV |
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GVcasos |
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GVcasos |
repository.name.fl_str_mv |
GVcasos - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
||GVcasos.redacao@fgv.br |
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