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Written by Gary F. Smith
Publish Date: 2024-12-03

Harvard Case - The Uber Board Deliberates: Is Good Governance Worth the Firing of an Entrepreneurial Founder?

"The Uber Board Deliberates: Is Good Governance Worth the Firing of an Entrepreneurial Founder?" Harvard business case study is written by Bruce Kogut. It deals with the challenges in the field of Organizational Behavior. The case study is 33 page(s) long and it was first published on : May 13, 2019

At Fern Fort University, we recommend the Uber board of directors to proceed with the removal of Travis Kalanick as CEO. While acknowledging his contributions to Uber's success, the board must prioritize long-term sustainability and ethical business practices. This decision requires a comprehensive approach to address the existing leadership vacuum, rebuild trust with stakeholders, and foster a culture of accountability and ethical behavior.

2. Background

The case study revolves around the tumultuous tenure of Travis Kalanick as CEO of Uber, a revolutionary ride-hailing company. Kalanick's entrepreneurial spirit and aggressive growth strategy propelled Uber to global dominance. However, his leadership style, marked by a lack of transparency, disregard for ethical considerations, and a culture of toxic masculinity, led to a series of scandals, legal battles, and employee dissatisfaction. This culminated in investor pressure and the eventual resignation of Kalanick.

The main protagonists of the case study are:

  • Travis Kalanick: The co-founder and former CEO of Uber, known for his entrepreneurial drive and relentless pursuit of growth.
  • The Uber Board of Directors: Responsible for overseeing the company's strategic direction and ensuring ethical conduct.
  • Uber Employees: Facing a toxic work environment characterized by harassment, discrimination, and a lack of accountability.
  • Investors: Concerned about the company's reputation and long-term sustainability amidst the scandals.
  • Customers: Influenced by Uber's public image and ethical conduct, impacting their perception of the brand.

3. Analysis of the Case Study

The case study presents a complex situation requiring a multi-faceted analysis. We can utilize the following frameworks to understand the dynamics at play:

  • Leadership Styles: Kalanick's leadership style, characterized by transformational leadership in the early stages, transitioned into a transactional leadership approach, focusing on short-term gains at the expense of ethical considerations. This shift led to a lack of trust and employee disengagement.
  • Organizational Culture: Uber's culture, initially driven by entrepreneurship and innovation, became increasingly toxic due to the lack of diversity and inclusion, ethical leadership, and psychological safety. This resulted in a culture of fear and resistance to change.
  • Power and Politics: The board's decision to remove Kalanick highlights the complex interplay of power and politics within organizations. The board's responsibility to protect the company's interests and reputation ultimately outweighed Kalanick's influence and control.
  • Decision-Making Processes: The board's decision-making process was influenced by external pressures, stakeholder concerns, and legal implications. The board had to weigh the short-term costs of removing Kalanick against the long-term benefits of restoring trust and ethical conduct.
  • Change Management: The removal of Kalanick requires a strategic change management approach to address the existing organizational culture, leadership vacuum, and employee morale. This involves clear communication, employee engagement, and a vision for the future.

4. Recommendations

The Uber board should implement the following recommendations to navigate the crisis and ensure the company's long-term success:

  1. Appoint a New CEO with Strong Ethical Leadership: The new CEO should possess a proven track record of ethical leadership, strong communication skills, and the ability to build trust with stakeholders. This individual should prioritize a culture of transparency, accountability, and respect for all employees.
  2. Conduct a Comprehensive Cultural Audit: The board should commission an independent cultural audit to identify the root causes of the toxic workplace environment and develop a plan to address these issues. This audit should involve all levels of the organization and focus on fostering a culture of diversity, inclusion, and respect.
  3. Implement a Robust Code of Conduct and Ethics Training: The board should establish a clear and comprehensive code of conduct that outlines ethical expectations for all employees. This should be accompanied by mandatory ethics training programs to ensure employees understand and adhere to the company's values.
  4. Establish a Strong Governance Structure: The board should strengthen its governance structure by establishing independent committees for audit, compensation, and nominations. This will enhance oversight and accountability, ensuring that the company's interests are prioritized.
  5. Invest in Employee Engagement and Development: The board should invest in programs and initiatives to improve employee engagement, morale, and development. This includes providing opportunities for professional growth, fostering a sense of belonging, and addressing concerns through open communication channels.
  6. Focus on Long-Term Sustainability: The board should shift the company's focus from aggressive growth to sustainable and ethical practices. This involves prioritizing customer satisfaction, environmental responsibility, and social impact.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  1. Core competencies and consistency with mission: The recommendations align with Uber's core competency of providing innovative transportation solutions while ensuring ethical conduct and respect for all stakeholders.
  2. External customers and internal clients: The recommendations prioritize the needs of both external customers, who expect ethical and responsible business practices, and internal clients, who deserve a safe and respectful work environment.
  3. Competitors: The recommendations help Uber maintain a competitive advantage by building a strong reputation for ethical conduct and responsible business practices, attracting and retaining talent, and fostering customer loyalty.
  4. Attractiveness: The recommendations contribute to the long-term attractiveness of Uber by enhancing its brand reputation, improving financial performance, and attracting investment.

6. Conclusion

The Uber board's decision to remove Travis Kalanick as CEO was a necessary step to address the company's ethical and cultural challenges. By implementing the recommended strategies, Uber can rebuild trust with stakeholders, foster a positive and inclusive work environment, and ensure its long-term sustainability. The key to success lies in the board's commitment to ethical leadership, transparency, and a culture of accountability.

7. Discussion

Other alternatives not selected include:

  • Maintaining Kalanick as CEO: This option would have perpetuated the existing toxic culture and risked further damage to the company's reputation.
  • Replacing Kalanick with another internal candidate: This option could have perpetuated the existing culture and lacked the necessary fresh perspective to address the challenges.

The risks associated with the recommended approach include:

  • Resistance to change: Employees may resist the new leadership and cultural changes.
  • Short-term financial impact: The implementation of these recommendations may require significant investment and could impact short-term financial performance.
  • Lack of commitment from the board: The board's commitment to implementing these recommendations is crucial for their success.

8. Next Steps

The board should immediately begin implementing the following steps:

  • Appoint an interim CEO: This individual should be responsible for stabilizing the company and overseeing the transition to a new permanent CEO.
  • Initiate the search for a new CEO: The board should conduct a thorough search for a CEO with strong ethical leadership and the ability to build a positive culture.
  • Commission the cultural audit: The audit should be completed within six months to identify the root causes of the toxic workplace environment.
  • Develop and implement the code of conduct and ethics training: This should be completed within one year to ensure all employees understand and adhere to the company's values.
  • Establish the governance committees: These committees should be formed within three months to enhance oversight and accountability.

By taking these immediate steps, the Uber board can begin to address the challenges facing the company and pave the way for a more sustainable and ethical future.

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Case Description

Uber Technologies, the privately held ride-sharing service and logistics platform, suffered a series of PR crises during 2017. As Uber's legal and PR turmoil increased, Travis Kalanick, cofounder and longtime CEO, was forced to resign as CEO, while retaining his directorship position on the nine-member board. His June 2017 resignation was meant to calm the uproar, but it instead increased investor uncertainty. In an effort to put the recent past behind the company, the directors of Uber scheduled a board meeting for October 3, 2017, to vote on critical proposals from new CEO Dara Khosrowshahi that were focused essentially on one question: How should Uber be governed now that Kalanick had stepped down as CEO? In this case, students are asked to consider the responsibilities of the Uber board of directors to the company's investors and shareholders, employees, management, and contractors as the company moves rapidly towards its long-awaited IPO. Included with the case text are board member roles for use in a role play simulating board discussion.

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