Kim Mattson

ITS 380




Case Study

1.       Why does Pinterest view Google as its primary competitor?

Google is the most popular search engine. The name is used synonymously for searching the Web. According to Digital Trends, Google is used over 68% as a search engine globally. Since Pinterest has turned its focus to less of a social media towards becoming a creative idea search engine.


2.       Why does Pinterest focus on the smartphone platform when it develops new features and products?

The mobile platform has proven successful for Pinterest. In 2016, 80% of its traffic was from mobile devices.


3.       Why is copyright infringement a potential issue for Pinterest?

Users of Pinterest post other peopleís images without obtaining consent.




4.       Prepare a brief report or presentation on how companies are using Instagram or another company of your choosing as a social e-commerce platform.

Instagram has made some changes to its platform, all of which will be beneficial to companies utilizing it for marketing. Instagram is a visual store, pictures are posted that capture the essence of what wants to be conveyed. Now with the addition of Stories, explanations or key selling points can be included to further enhance your product to audiences as well as a link to the product page. This all makes shopping that much easier for a consumer. The Stories are also available on Explore, providing more exposure potential. Instagram is also a mobile platform. This makes the screen simple and uncluttered, keeping focus on the visual content and the minimal initial caption.


5.       Follow up on events at Uber since October 2016 (when the opening case was prepared). Prepare a short report on your findings.

The year of 2017 was not favorable for Uber. It was filled with poor behavior and employee terminations. Beginning in January, Uber had received heavy backlash from its users during a taxi strike in New York. The strike resulted from Donald Trumpís immigration ban at JFK Airport. Uber users felt the company was trying to capitalize on this. Uber also agreed to pay $20 million to settle a complaint concerning driverís earnings with the FTC to the US government.

In February, Uber was in the hot seat from two parties. One was by a former engineer, Susan Fowler, and the other was Waymo. Fowler blogged accusations that Uberís corporate culture was misogynistic. Uber responded by having an assessment done on their culture by a former US Attorney General. Waymo followed with a lawsuit to Uber stating they stole Waymoís trade secrets for their self-driving program. February ended with their senior executive, Amit Singhal, resigning because he declined to inform Uber of a sexual harassment allegation at his former employer, Google.

The month of March did not improve Uberís reputation either.Uber CEO Travis Kalanick was involved in some more poor judgements for the public to see. A tape of the CEO cussing at an Uber driver was released by Bloomberg, had used an escort service during a company trip to South Korea, and reports of an internal tool, Greyball, was being used to prohibit certain people from being able to use Uber.

An investigation of 215 complaints by staff since 2012 was completed in June, 20 employees were fired. The very next day an executive was fired for obtaining a rape victim in Indiaís private medical records and shared them with Kalanick and Emil Michael. This led to Emil Michael leaving Uber a few days later. Finally, the assessment started in February was completed. The report recommended Kalanick to have his responsibilities limited, designate an independent chairman, and add an oversight committee to the board. So, to repair its disgraced image, Uber began a PR campaign dedicated to its public image overhaul at the end of June. Travis Kalanick resigned the following day.