Skip to main content
Expand AU Menu

Biz Students Challenged to Polish Uber’s Image, Brand

WHO: Kogod Case Competition Students

WHAT: American University 23rd Annual Case Competition

WHEN: Saturday, February 7, 8:00 a.m. –3:30 p.m.

WHERE: Kogod School of Business, 4400 Massachusetts Ave., NW Washington, D.C. See map here

BACKGROUND: American University's Kogod School of Business Kogod Case Competition 2015 focuses on Uber—the internationally known ride-hailing service that has both its supporters and detractors. Within a year of its debut in Washington, DC, Uber became its third largest market. However, as Uber's popularity has grown so does its negative media coverage, including charges of sexism, hostility towards journalists, and criticism for its "surge pricing" that increases rates in times of higher demand.  Can Uber make a U-turn and drive its business model less aggressively?

The 2015 Kogod Case Competition challenges student teams to develop a strategy that will continue to grow Uber's success, specifically in the D.C. market, over the next five years. Uber's senior management team has asked that teams focus on both increasing ridership and on protecting the Uber brand. 

Student teams will have 10-minutes to present:

1.   The critical issue that Uber most urgently needs to address;

2.   Their recommendations for addressing those issues;

3.   Rationales, evidence and explanations for their recommendations;

4.   Specific implementation steps that support the recommendations;and,

5.   A conclusion recapping the recommendations 

See Saturday's full schedule here.


American University is a leader in global education, enrolling a diverse student body from throughout the United States and nearly 140 countries. Located in Washington, D.C., the university provides opportunities for academic excellence, public service, and internships in the nation’s capital and around the world.