publication . Master thesis . 2017

The Rise of Ridesharing Platforms: an Uber-assessment of Bits and atoms

Ofstad, Magnus;
Open Access English
  • Published: 01 Jan 2017
This thesis is a case study of Uber. The research questions are 1. How do ridesharing platforms evolve from startups into large-scale market disrupters? 2. How can ridesharing platforms augment its user base and capture more segments within the transportation business? Uber’s scaling is traditional. The initial growth consisted of capturing the high end of the market. Later on, Uber moved down market, making ridesharing affordable for the masses. The master stroke was to devise a scalable business model that was replicable in different markets. More unique is Uber’s managerial approaches. Uber has devised novel strategies to overcome challenges thrown up in fron...
free text keywords: innovation, Uber, scaling, network of networks, platform economics, task networks, Brazilianization, generative digital infrastructures, Sharing economy, replicative patterns, augmentation
84 references, page 1 of 6

Gurley, B. (2014b, July 11). How to Miss By a Mile: An Alternative Look at Uber's Potential Market Size. Above the Crowd [Blog]. Retrieved from

Hagiu, A. (2014). Strategic decisions for multisided platforms. MIT Sloan Management Review, 55(2), 71.

Hagiu, A., & Biederman, R. (2015). Companies Need an Option Between Contractor and Employee. Harvard Business Review.

Hagiu, A., & Rothman, S. (2016). Network effects aren't enough. Harvard business review, 94(4), 17.

Hall, J. V., & Krueger, A. B. (2016). An analysis of the labor market for Uber's driver-partners in the United States. (No. w22843). National Bureau of Economic Researc.

Hanseth, O., & Lyytinen, K. (2010). Design theory for dynamic complexity in information infrastructures: the case of building internet. Journal of Information Technology, 25(1), pp. 1-19. [OpenAIRE]

Harding, S., Kandlikar, M., & Gulati, S. (2016). Taxi apps, regulation, and the market for taxi journeys. Transportation Research Part A: Policy and Practice, 88, pp. 15-25. [OpenAIRE]

Harris, S. D., & Krueger, A. B. (2015). A Proposal for Modernizing Labor Laws for Twenty-First-Century Work: The “Independent Worker”. The Hamilton Project, Discussion paper, 10.

Hawkins, A. J. (2016a, March 23). Uber accuses Indian rival Ola of booking 400,000 fake rides. The Verge. Retrieved from

Hawkins, A. J. (2016b, April 26). Google, Ford, and Uber just created a giant lobbying group for self-driving cars. The Verge. Retrieved from

Hawkins, A. J. (2016c, August 31). You can now use pretax dollars to pay for UberPool, which is huge. The Verge. Retrieved from

Hawkins, A. J. (2016d, October 27). Surge pricing is coming to UberEats in select cities. The Verge. Retrieved from

Hempel, J. (2015, September 12). The UberEATS standalone app has nothing to do with rides. Wired. Retrieved from

Henfridsson, O., & Bygstad, B. (2013). The Generative Mechanisms of Digital Infrastructure Evolution. Mis Quarterly, 37(3), pp. 907-931. [OpenAIRE]

Hern, A. (2014, November 19). Uber investigates top executive after journalist's privacy was breached. Guardian. Retrieved from

84 references, page 1 of 6
Any information missing or wrong?Report an Issue