Question: In your write-up, please write a minimum of two pages (double-spaced, 12 point, Times New Roman is acceptable) answering the following questions:

1. Do you agree or disagree with Uber's surge pricing policy?

• What are the reasons it can be perceived as unfair?

• What does it mean to say that a pricing policy is exploitative?

• What are the risks of the policy to Uber?

• Given these risks, should Uber modify its policy?

2. Uber is notoriously aggressive in its business tactics. It frequently operates without getting regulatory approval and it often ignores legal concerns; as a consequence, the company has become a lightning rod for criticism. Do you agree with Uber's aggressive tactics?

• Is there a more diplomatic way for Uber to conduct its business?

• Should Uber be taking more of a "tiptoe" approach when it enters new markets?

3. Uber has become enormously popular among consumers in a very short period of time. How has the company accomplished this?

4. How robust is Uber's operating model?

• Where are the weak links in its service model?

• Is Uber vulnerable?

• In what way?

Use information from the case to support and justify your points. You will be graded on the depth of your analysis and your argument strength. Also, a portion of your grade involves your discussion in class.

Article: Uber: Changing the Way the World Moves (By Youngme Moon)