UBER: taking a ride in collaborative consumption

• Autor(a) principal: Siqueira, José Lucas Silva
• Data de Publicação: 2019
• Outros Autores: Valdevino, Antonio Messias, Pellizzoni, Lívia Nogueira, de Moraes, Thiago Assunção
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/239022
• topic: collaborative consumption; uber; partner drivers.; consumo colaborativo; uber; motoristas parceiros.

This study aims to understand, in the business model of the company Uber, how the employees understand the sense of collaborative consumption proposed by the organization. Given that the business model under study caused a disruption in consumer behavior, it is essential to understand the vision of the service provider, in this case the driver, since the driver is also considered a consumer by the company. For that, interviews were conducted with drivers who offer the service through the application, and an interpretative analysis of their speeches was carried out, it was concluded that there is no perception, at least not in their totality, on the part of them of the collaborative principle which gave rise to the business. The main managerial implication happens in the change of vision that the business must have of the drivers, business partners.