Competition In Ride-Hailing Industry

In Malaysia, following the merger between Grab company and Uber, Grab accrued dominance at 75% of the total market share. Grab since has been practicing several anti-competitive conducts to assure it is monopolistic position and increase the barriers for other smaller players and new entrants. In spite of several governments penalizing Grab and Uber for anti-competitive behaviours, this did not help to level the playing field. Grab in Malaysia continued their dominance and increased their market share even in the face of both customers and drivers’ complaints. Smaller providers still struggle to find a foothold in the market as they are under-financed, fail to execute their strategic positioning and value proposition, in which underlines the need for a better understanding of the competitive strategies and the competitive structure of the ride-hailing industry to enhance their development, growth and success. Many studies have been conducted on the dominant players in ride-hailing industry, while there is a scarce knowledge about the smaller players and their competitive performance in the e-hailing industry, this study will focus more on the smaller players. Purpose - This study was initiated due to the desire to explore and describe the dynamics of sustainable competitive advantage in ride-hailing industry.