Answer:
Establish the mission and vision and values
Explanation:
When former CEO kalanick’s question of ""what kind of brand do we want to be?", it represents the Establishing the mission and vision and values stage of the strategic management process. Strategic management is the process which involves setting goals and objectives, the analyzing and evaluating the outside and internal environment by evaluating the existed strategies.
Following are the step of strategic management process:
1: Vision and objectives are set.
2: Gathering and analyzing of the information.
3: Strategy formulation in order to attain the set vision and objectives.
4: Implementation of the strategy.
5: Evaluation and Control.
Here in this case, what kind of brand we want to be, represents the setting of the vision, mission and objectives for the brand, putting it simply, setting the direction for the brand, where we want to be, how we want customers to see us.
