SOE09402 International Business Assessment Brief Case Study Report 2026 | Edinburgh Napier University

SOE09402 Assessment Brief

Case Study Report

This graded assessment accounts for 90% of your final grade and is based on the following Lyft case study. Read carefully the case study, questions and marking criteria (that can be found on Moodle). Answer all three questions.

Lyft Case Study – Global Strategy

In recent years, several tech start-ups have grown in size and scale to become dominant players in the modern global economy. Amongst these are Lyft Inc. and Uber Inc., both American tech start-ups offering ridesharing services. Lyft was launched in 2012 and is viewed as a smaller, more ethical rival to Uber. Initially a ridesharing firm, Lyft expanded into bicycle sharing, motorised scooters, and food delivery – the latter through a 2020 partnership with GrubHub in response to the COVID-19 pandemic.

By 2024, Lyft held approximately 30% of the US market share. While Uber pursued rapid internationalisation, Lyft remained restricted to North America for over a decade. However, this “North American only” era ended in April 2025 when Lyft acquired FREENOW, a leading European multi-mobility app, from BMW and Mercedes-Benz. This strategic acquisition gave Lyft an immediate footprint in 9 European countries, including the UK, Germany, and France.

As of January 2026, Lyft has transitioned into a global player, now operating in 11 countries. A cornerstone of its new strategy is a “hybrid network” approach where human drivers work alongside Autonomous Vehicles. In late 2025, Lyft announced a landmark partnership with Baidu to deploy “Apollo Go” robotaxis across Europe and potentially Asian markets starting in 2026.

With the acquisition of FREENOW integrated and a healthy free cash flow exceeding $1 billion, Lyft is now looking toward its first major investment in Asia. The company has identified Thailand as a high-priority market.

Questions

Lyft has appointed you as a consultant to evaluate their proposed entry into Thailand.

Answer the following three questions:

1. Carry out a critical evaluation of the benefits, costs, and risks associated with doing business in Thailand (1200 – 1500 words)
2. Lyft has narrowed down its entry modes (into Thailand) to three options: licensing, a joint venture with a host country firm or setting up a wholly owned subsidiary in Thailand. Critically evaluate these three options. Which one would you recommend? (1000 words)
3. Use the Geert Hofstede framework on international workplace culture to compare the cultures of the USA and Thailand. Discuss how cultural differences would influence Lyft’s business and management practices. (1000 words)