The Uber Boundary : Contextualizing the Organizational Boundary of a Digital Platform Organization

Digital platform organizations challenges the organizational landscape by utilizing technology enabling cost efficient transactions. Uber is a commonly known example of such an organization, where tensions have arisen in various local contexts due to that the organization draw their boundary tightly around the platform to the benefit of organizational efficiency. Uber has as a consequence, been highly questioned in its liability of their primary operations: Is it a technology platform, or a transportation firm? This thesis sets out to answer: How is the organizational boundary of Uber challenged in various local contexts? The purpose is to provide an explanation towards how the organizational boundary of a digital platform organization could be understood in relation to local context, and how it can or cannot evolve in regards to these contexts. The results show that context matters for the boundary of Uber. In addition, a pattern amongst the context specific events emerged influencing the boundary. These can be categorized into four configurations: Adjusting, Expanding, Withdrawing and Intertwining. Each of the configurations explain the underlying reasons for the varying fluctuations the boundary of Uber show, and thus answer how the organizational boundary of Uber is challenged in various local contexts