Jorrit de Jong, Carlos Paiva, Carin-Isabel Knoop, and Rawi Abdelal; May 2020
In 2016, after many months of negotiation, the City of São Paulo approved a new ordinance regulating Transportation Network Companies (TNC). The new regulation allowed citizens to take advantage of innovative services and it enabled city leaders to manage the fleet with significant savings as well as unprecedented transparency and data. São Paulo, the first Brazilian city to adopt this model, faced internal responses ranging from vehement opposition to overwhelming support.
The case chronicles the road to implementation, including lessons learned from the TNC ordinance process and the previous pilots. It examines the efforts of key players—including Administration Secretary Paulo Spencer Uebel—to fulfill Mayor João Doria’s public commitment to fix the transportation model, consider public opinion, and minimize disruption during Doria’s first year in office. The case also explores strategies for implementing innovative practices in government as well as dealing with resistance to change in organizations, especially in the public sector.