Problem
• Despite the negative publicity surrounding Uber, consumers continue to utilize the company's services. Is this surprising?
• Is ride-hailing likely to become a commodity service? If so, how will companies such as Lyft and Uber differentiate themselves in the different markets where they operate?
• Do you think either Uber or Lyft will emerge as the leading global ride-hailing brand? Or will the sector be characterized by local and regional brands such as China's Didi or India's Ola?
• In light of your chapter, Identify the most important challenges faced by global marketers and which can lead to legal problems.