Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Lisa M. Cave


AbstractUber drivers are usually from economically disadvantaged groups, with most drivers reporting lower incomes than typical workers. Uber drivers who fail to improve their profits and incomes lower their families’ standard of living. Grounded in transaction cost theory, the purpose of this qualitative multiple case study was to explore the strategies that Uber drivers use to enhance competitive advantage for increasing their profits and incomes. The participants were six Uber drivers in Lagos, Nigeria who successfully used strategies to enhance competitive advantage and increase their profits and incomes. Data were collected from semistructured interviews, financial transactions with Uber, transactions from car rental companies, and transactions from offline trips with customers. Thematic analysis of the data revealed four themes: technologies, surge pricing and profitable trips, flexible work hours, and customer service and relationships. A key recommendation for Uber drivers is to familiarize themselves with the available technologies and engage in surge pricing. The implications for positive social change include the potential for Uber drivers to achieve long-term sustainable growth, generate employment, reduce poverty, and enhance local communities’ economic well-being.

Included in

Business Commons