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Competetive strategy in disrupted taxi markets : an exploratory case study into New York city

Sheeler, Cameron P.
Master thesis
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URI
http://hdl.handle.net/11250/2611867
Date
2019
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  • Master Thesis [4207]
Abstract
Strategy has been all but regulated out of the taxi industry for the better part of the last century.

While such far-reaching entry, pricing and quality regulation may have produced favourably

uncompetitive and profitable markets for taxi firms in the past, today, they constrain the

competitive response of traditional taxis to fast growing rideshare platforms. In a first step

towards motivating compelling taxi strategy, this thesis aims to understand how the growth of

rideshare platforms effects competition in established taxi markets. Nine years of taxi trip data

and three years of rideshare trip data are retrieved from the New York City Taxi and Limousine

Commission and employed using a log-log random effects regression model to estimate the

elasticity of traditional taxis demand with respect to Uber. Demand elasticity estimates are

reported at the market level, as well as across spatiotemporal axes. The findings from this

analysis suggest that the value proposition of traditional taxis is strongest in densely populated

urban areas, but not immune to erosion. The findings also suggested that without competitive

response from traditional taxis, the rideshare substitution effects grows over time.

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