![\"sharing\"](\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/sharing.png\")
<\/a><\/p>\nContrasting and conflict views on environmental impact of the Sharing Economy <\/strong><\/p>\n Economic exchange of assets across peers to gain economic benefits minimizing the cost and creating a user friendly experience is the basic form of the sharing economy. However, scholars have developed contrasting framings for the sharing economy. Supporters describe the sharing economy as \u201c1) an economic opportunity; 2) a more sustainable form of consumption; and, 3) a pathway to a decentralized, equitable and sustainable economy. Whilst, actors resisting the development of the niche employ three different framings \u2014 the sharing economy is: 4) creating unregulated marketplaces; 5) reinforcing the neoliberal paradigm; and, 6) an incoherent field of innovation.\u201d [II].<\/p>\n <\/p>\n <\/p>\n Where are we riding for by Uber?<\/strong><\/p>\n There are potential eco-friendly outcomes of Uber\u2019s business model. Most of the benefits from Uber\u2019s value creation come from creating more efficient private vehicle network. For instance, increasing mileage efficiency of individual cars could decrease CO2 emission per mile.[4] Moreover, passenger per car ratio in private cars could be enhanced via Uber pooling. There are also arguments that Uber value proposition could decrease the private car ownership which could finally lead to lower CO2 emission per person [5].<\/p>\n Is sustainability sustainable for Uber?<\/strong><\/p>\n Step towards the eco-friendly mobility?<\/strong><\/p>\n Over the long run, Uber is investing on innovation to create a totally sustainable business. Uber claims that \u201cOver the next few weeks we will be working to bring select riders an alternative trip that is 100% electric and free of carbon emissions.\u201d [6] Electricity cars, self-drive private transport, business transport and public transport are the areas that Uber can significantly contribute to sustainability [7].<\/p>\n Sustainability as a competitive edge: Keep innovating to create solutions to the greatest challenges<\/strong><\/p>\n My recommendation for Uber is to fully embrace sustainability as a competitive edge and push boundaries for innovating for the competitive edge as in the case of Tesla. Uber should be more proactive rather than being reactive and own the leadership of collaboration efforts across the whole transportation ecosystem. In the short term, Uber could also incentivize eco-friendly experience putting standards for drivers as supply chain partners. I strongly encourage the long-term vision of Uber to innovate for sustainability. Focusing on more renewable energy resources and solving the challenges of public transport to make it more appealing could not only contribute Uber\u2019s brand reputation but also drive both topline and bottom-line of the company strategically.<\/p>\n (750 words)<\/p>\n References<\/strong><\/p>\n [1] The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism?<\/strong>http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0921800915004711<\/a><\/strong><\/p>\n [2] The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism?<\/strong>http:\/\/www.sciencedirect.com\/science\/article\/pii\/S0921800915004711<\/a><\/strong><\/p>\n [3] Climate Change in 2016: Implications for Business,\u00a0<\/strong>https:\/\/hbp.app.box.com\/s\/nvq1l6fepuym2y52qxtsjigwuxsjsymk<\/a><\/strong><\/p>\n \u00a0<\/strong>[4]\u00a0 App-Based, On-Demand Ride Services: Comparing Taxi and Ridesourcing Trips and User Characteristics in San Francisco, \u00a0http:\/\/www.uctc.net\/research\/papers\/UCTC-FR-2014-08.pdf<\/a><\/strong><\/p>\n \u00a0<\/strong>[5] \u2018<\/strong>Sharing Economy\u2019 Will Save Our Economy and the Environment,\u00a0<\/strong>http:\/\/www.environmentalleader.com\/2014\/07\/17\/sharing-economy-will-save-our-economy-and-the-environment\/#ixzz4P4osxFNC<\/a><\/strong><\/p>\n \u00a0<\/strong>[6] Ubergreen, A Step Towards Eco-Friendly Mobility, https:\/\/newsroom.uber.com\/south-africa\/ubergreen\/<\/a><\/strong><\/p>\n \u00a0<\/strong>[7] Uber and Lyft Want to Replace Public Buses,\u00a0<\/strong>https:\/\/www.bloomberg.com\/news\/articles\/2016-08-15\/uber-and-lyft-want-to-replace-public-buses<\/a><\/strong><\/p>\n \u00a0<\/strong>Links for visuals (pictures and exhibits in the order of appearance)<\/strong><\/p>\n [1] \u00a0http:\/\/www.greeneileen.org\/join-the-sharing-economy\/<\/a><\/strong><\/p>\n [2] http:\/\/www.huffingtonpost.com\/milena-miliaeeviae-\/opportunities-in-sharing-_b_11331630.html<\/a><\/strong><\/p>\n [3] https:\/\/hbp.app.box.com\/s\/nvq1l6fepuym2y52qxtsjigwuxsjsymk<\/a><\/strong><\/p>\n [4] http:\/\/www.uctc.net\/research\/papers\/UCTC-FR-2014-08.pdf<\/a><\/strong><\/p>\n<\/a><\/p>\n<\/a>\u201cTransportation is responsible for 26% of U.S. CO2 emissions, making it the second largest source behind electricity with 30%\u201d.[III]. There are tremendous efforts to reduce emissions in \u00a0various innovative ways such as biofuels ad electric cars. \u00a0Uber could be a key driver or those efforts or could work against sustainability.<\/p>\n<\/a>Public transport is one of the most effective solutions against climate change. However, Uber is considered as a threat to public transport raising concerns about its role in climate change. Creating a more affordable and convenient private car experience could incentivize passengers to switch from public to private transport.<\/p>\n<\/a>Potential implications of climate change on Uber\u2019s business could be evaluated across four dimensions. First, there is a risk of more regulatory environment for Uber since many regulators and policy makers are concerned about the negative impacts of the company on public transport and CO2 emissions. Secondly, Uber\u2019s role in sustainability is very likely to impact customer perception. Current target customers are young, educated and environmentally sensitive passengers in relatively more developed countries. \u00a0Uber\u2019s adaptation to more eco-friendly business model could create mitigate those risk and create further opportunities getting the support of regulators, public and customers. However, cost of sustainability measures could hinder competitiveness of Uber\u2019s model against key rivals, private cars and public transport especially in emerging markets.<\/p>\n<\/a>Uber\u2019s strategy is to adapt sustainable models across the whole operating model starting from building collaborations with key stakeholders in the ecosystem such as policy makers, researchers and NGOs. Uber is also trying to leverage UberPool, where more efficiencies are achieved due to higher passenger per car ratio, as a tool to protect brand reputation.<\/p>\n