To what extent do companies in the gig economy apply different leadership styles during times of crisis, specifically during COVID-19?

Abstract

This study examines how Uber and GoGoX responded to the COVID-19 crisis in the gig economy. Using a comparative case-study approach based on company reports and secondary sources, it analyzes changes in financial performance, market strategy, driver management, and service innovation before, during, and after the pandemic. The findings show that both firms shifted from growth-focused expansion to more adaptive and resilience-oriented leadership, but in different ways: Uber pursued global diversification and platform expansion, while GoGoX emphasized safety, operational continuity, and later international growth. Overall, the comparison suggests that crisis leadership in the gig economy is shaped by company size, market scope, and service model. The study concludes that effective leadership during disruption depends on flexibility, worker protection, and the ability to balance innovation with operational stability.