Article Analysis: ‘Uber Hires Its First Global Marketing Chief’

Article Analysis: ‘Uber Hires Its First Global Marketing Chief’
By Suzanne Vranica – The Wall Street Journal
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Article Analysis: ‘Uber Hires Its First Global Marketing Chief’
By Suzanne Vranica – The Wall Street Journal
The current trends in International Marketing and Research have been evolving with the rapid changes in the general business environment. Technological advancements and globalization have brought about several issues that have to be researched and addressed for efficient international marketing practices. Accordingly, numerous publications within some of the top journals and periodicals within the field of marketing have been crafted. These include The Wall Street Journal, International Journal of Marketing Research, The Financial Times, etc. all these seek to address some of these current developments within the global marketplace. Consequently, it is empirical to continuously analyze the content of such published articles to stay abreast with what is taking place within the global business world and marketplace. Such types of analyses are especially crucial for the overall development of marketing theory, practice, and understanding of the relationship between them. They enable the integration of the various international marketing theories for the comprehension of the underlying trends which are equally significant for the marking of the direction of future developments. The present discussion, thus, purposes to analyze one of such articles, ‘Uber Hires Its First Global Marketing Chief,’ by Suzanne Vranica, published a year ago in The Wall Street Journal on September 2018. The article aims at identifying critical themes of international marketing as advocated by the author in the story.
Vranica highlights that a variety of new trends characterizes the global marketplace. Such drifts include the rise of the conscious consumer, brand image, and reputation (branding), sustainability and business ethics, electronic marketing, and advertising, amongst others. Any organization seeking to establish their position as a reliable business has to observe all these current inclinations keenly lest they risk failure. This practice is particularly essential for multi-national enterprises and corporation such as Uber, who mostly depend on an excellent reputation to stay competitive.
The article by Suzanne Vranica highlights the significance of efficient marketing for huge companies such as Uber within the global landscape. As per the title, the material is reporting on the most recent development in the company at the time, while also simultaneously touching on several international marketing issues, using Uber as a practical example. Uber Technologies Inc is known as the pioneer of the disruptive ride-hailing service, Uber and now peer-to-peer delivery of food through the UberEats platform. The organization has grown to be one of the most influential businesses of this generation. This evident by the sharp rise in the company’s stock went public on the New York Stock Exchange. However, as reported in the article, the organization has been struggling to shore up its embattled brand, which took a hit after multiple corporate scandals.
Previously Uber had been the talk of town, a company with cutting edge technology that employed millions and made life easier in several countries. The company was, however, hit by scandals that threatened its entire existence and business operations. First came issues of mistreatment of drivers, discrimination, and even allegations of sexual harassment at the company, as presented by Suzanne in her article. Such scandals greatly tainted the image and reputation of the company, eventually forcing its chief executive to resign in late 2017. Here, the author brings to light two significant issues within the global marketplace – organizational branding and social responsibility. Any international business must ensure that they maintain a compelling brand image at all times to maintain a positive reputation. This factor is vital for survival within the ever-changing global environment. Suzanne affirms that to maintain an impactful brand image, an organization has first to ensure corporate social responsibility (CSR).
CSR upholds th...