In the industry of ride sharing, Uber is the leader for the past few years. The phrases utilised by Uber-like ‘Just take an Uber’ as well as ‘Uber everywhere’ became popular just like the phrase ‘Google it’ gained the popularity.

Digital innovation is to take the initiatives and develop new business model for gaining high competitive advantage over competitive brands in the market (Wu et al., 2015; Intelligent Transport, 2016). Recently, in the era of privatisation, all the corporate brands are focusing on digital innovation in order to gain high competitive advantage and it further helps the managers and leaders to utilise the organisational resources and capabilities successfully in long run (World Economic Forum, 2015).