Managing a New Way of Riding (Spanish version)

By 2015, technological innovations-the smartphone and the advanced data connectivity that enabled it-created new opportunities for people to move around cities quickly and conveniently without owning a car, via car-sharing services like Zipcar or new ride-sharing services. Uber, a five-year-old startup, enabled users to order private rides via a smartphone app. In mid-2015, the company had achieved pre-IPO market valuation of $50 billion, with operations in 311 cities in 58 countries. Despite its scale and success, Uber often found itself embroiled in controversy, with resistance from a broad range of unhappy stakeholders-regulators, competitors, drivers, and even some customers and partners-across the U.S. and the world. Could Uber continue on this route?