dentify the factors which could be potentially damaging to Uber's corporate reputation orbrand. Using appropriateconcepts, recommend how Uber can prevent these issues from developing into a crisis for the organisation.

This question asks you to consider the case study from amarketingperspective. You looked in detail at crisis management concepts in Block 3, Session 12. In particular, Reading 18, 'Crisis management' (Harris, 2017a), introduced a variety of differentconceptualapproaches to how organisations can manage any crises that occur and measure the performance of their marketing strategies. Reading 18 also introduced you to ways in which organisations can distinguish between a crisis and an issue. Models that will be relevant to your answer include Tybout and Roehm (2009) and Griffin (2008), both from Reading 18, Part 4. You might also choose to consider the importance of company culture and relationships with customers as an approach to managing crises. As with Questions 1 and 2, your answer should make use of appropriate concepts, illustrated with evidence from the case study.