UBER Launch in Lithuania
In 2015, Uber announced plans to start operations in Vilnius. It was not only a new name in Lithuania, but also a new business category based on the principle of sharing economy – ride-sharing services. Before Uber entered the Lithuanian market, there was a threat of resistance from taxi drivers and other market participants as well as local regulators. The task was to establish a dialogue with the public and stakeholders, introduce and explain the new category, invite to use the company’s services.