case 3

Case Study 2

Article: What Happened When Uber’s CEO Started Driving for Uber

1. Analyze this article from the perspective of organizational design. How will Project

Boomerang impact how various people work at Uber?

2. Analyze this article from the perspective of the Resource-based View of the firm. How will

Project Boomerang impact the firm’s sources of distinctiveness?

3. In the article, analysts suggest that the results of Project Boomerang have extended Uber’s

competitive lead over Lyft. If you were the CEO of Lyft, how would you respond?