This case describes a field experiment to test the principles of incentive design conducted at Grab, one of Southeast Asia’s largest mobile technology companies that connects millions of consumers to millions of drivers.

This case describes a field experiment to test the principles of incentive design conducted at Grab, one of Southeast Asia’s largest mobile technology companies that connects millions of consumers to millions of drivers.

Grab, Uber and Go-Jek compete in ride-hailing and related logistics and transport services (e.g., food delivery, courier service) across Southeast Asia, including Indonesia, Philippines, Vietnam, Thailand, Malaysia and Singapore. The case focuses on differences in company history and strategy, and how they shape the competition and ultimately performance differentials.

Careem, a Dubai-based ride-hailing company, was founded in 2012 in the United Arab Emirates (UAE) by two ex-McKinsey consultants who saw a gap in the transport market.

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.