Analysis of Business Issues and Ethical Compliance of Uber’s Branding Strategy

Ye Xiong; Jiarui Jiao; Jiali Wang; ManKim Yim

doi:10.54691/bcpbm.v21i.1176

Authors

Ye Xiong
Jiarui Jiao
Jiali Wang
ManKim Yim

DOI:

https://doi.org/10.54691/bcpbm.v21i.1176

Keywords:

Sharing economy, Uber driver, Commercial issues, Branding

Abstract

Nowadays, the sharing economy has become a business development trend. For example, although Uber brings many conveniences to our daily life, it also faces commercial issues such as how to deal with labor relations with drivers. This essay will explore whether it is ethical for Uber to treat drivers as contractors based on the perspective of justice and relationship-based ethical theories and how Uber executives can take measures to enhance its brand image. And in the last chapter, the recommendations on the environment and information technology are also provided.

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