This case explores the changes wrought by the “sharing economy”, examining the innovations and controversies surrounding the online ride-hailing service Uber. It provides a unique overview of the challenges posed by new business models like Uber’s, which use the internet to link individual providers of goods and services to customers.

The case narrates the internal processes of choosing and implementing a corporate social responsibility (CSR) initiative. It illustrates the process of choosing a cause, selecting partners, creating a working plan, and finally getting the company's executive board's commitment.