How can companies capture value from an innovation? : from value creation to value capture : case study Uber

• Autor(a) principal: Seifert, Frederik
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21508
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This thesis examines the value creation process and how companies can capture value that they created. It particularly analyses the opportunities a company has to capture value from an innovation. The ability to monetise innovations is crucial for companies and determines whether they can establish a sustainable business. This thesis first discusses previous research and connects theories to broaden and enhance their applicability. The main part is a case study on Uber, a ride-hailing company. In the case study, the company is thoroughly examined and theories which were discussed before are applied in order to expose how Uber creates and captures value. This thesis further highlights the importance of network effects in a competitive environment within the sharing economy. Although value creation and value capturing has extensively been discussed in prior research, this thesis contributes by applying traditional and recent theories to a rising startup that has received unprecedented funding from its investors. Understanding how Uber pursues its way to the top and how it captures value provides vital implications for other similar startups and helps them in their efforts to succeed. This thesis finds that Uber needs to focus on three aspects. Firstly, it needs to diversify its portfolio and offer more services. Secondly, it needs to develop a system that prevents drivers from using competing apps, which would realise network effects that lower prices and enable faster pickups. Thirdly, it needs to further innovate, especially in the field of autonomous driving.