Is uber “wild”? A study of a car sharing product-service system (PSS) under the perspective of cognition in the wild

Abstract

This article presents the relation between concepts of Product-Service Systems (PSS) and the approach of cognition in the wild. It presents theoretical basis with literature review obtained in initial bibliometric research. Later a study of the Uber model is shown, viewed as an example of car sharing and PSS, to compare the design and operation of the model with the guidelines of the cognition in the wild approach. The results show that despite the Uber model was created based on some characteristics of the “wild turn”, the later stages of its implementation and use do not show the same. We conclude that Uber, as well as other PSS and car sharing models, could focus more on wild cognition to improve the experience of its members.