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Uber as a Change Maker

Uber isn't only affected by forces for change. It can be a change maker as well.

One such change includes influencing driver behavior. Uber has launched $"$an extraordinary behind$-$the$-$scenes experiment in behavioral science to manipulate them in the service of its corporate growth," according to The New York Times. Because Uber's drivers are freelance$-$based "gig economy" contractors rather than traditional employees who work set schedules, Uber cannot compel them to show up at a specific place and time, which interferes with the company's ability $"$to seamlessly transport passengers whenever and wherever they want," according to the Times. As a result, the company, with the support of social and data scientists, has come up with videogamelike techniques appearing on drivers' phones to exploit people's timndency to set earnings goals $-$ "alerting them that they are ever so close to hitting a precious target when they try to log off." Such techniques show drivers areas of high demand and incentivize them to drive more, although they can always stop whenever they want to$.$

Some other Uber innovations include the following.

Uber Beacon: To help riders more quickly find their driver at night$-$particularly in crowded areas$-$the company has created Uber Beacon, a technology that enables riders to personalize their pickup by selecting from an endless number of colors one that will glow on the windshield of their driver's vehicle. ${?}^{10}$

Driverless cars. We have already mentioned Uber's experiments in driverless cards, where it is placing some of its biggest bets through a strategic partnership with startup Aurora. ${?}^{11}$

Question: What type of change is represented by "Uber's introduction of driverless cars to its own fleet for the first time"?

innovative

Radical

Emergent

Radically innovative

Final! $-$ Requires Responaus

collection, but worried the line was too youthful.

Ms$.$ Marchionni overruled some executives who worried the sizing change would confuse customers. She wanted Canvas clothes to fit more like other brands, such as Tommy Hilfiger and Ralph Lauren, said a person familiar with her thinking.

Question: It is evident from the story above that Ms$.$ Marchionni had little understanding of Lands' End organizational culture and the customer base. Suggest ways she can build her understanding of her new employer's organizational culture $(5$ correct answers$).$

Select $5$ correct answer$($s$)$

Paying attention to activities, processes or outcomes she can measure and control.

Listening to stories, legends or myths about key people and events

Paying attention to changing customer needs

Making Dodgeville, Wisconsin her primary office

Taking time to understand the founder's values and target market.

Using explicit rewards, status symbols, and promotion criteria

Paying attention to the planned and unplanned activities and ceremonies used to celebrate important events and achievements at Lands End. $$

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Question $15(8$ points$)$

Listen

For this question$-$ you will choose multiple answers based on the scenario below:

According to a Henley $(2020),$ Countries led by women had "systematically and significantly better" Covid$-19$ outcomes, research appears to show, locking down earlier and suffering half as many deaths on average as those led by men.

There is relatively early success of leaders such as Germany's Angela Merkel, New Zealand's Jacinda Ardern, Denmark's Mette Frederiksen, Taiwan's Tsai Ing$-$wen and Finland's Sanna Marin which have attracted attention.

The analysis of $194$ countries, published by the Centre for Economic Policy Research and the World Economic Forum, suggests the difference is real and "may be explained by the following attributes adopted by female leaders. Pick $5$ of the following answers.

Select $5$ correct answer$($s$)$

Task$-$oriented

More willing to take risks in this domain

They have high practical intelligence

Risk averse

Better policies and compliance

Proactive and coordinated policy responses

Reacting more quickly and decisively in the face of potential fatalities