About strategic portfolio extension

Unlike Zippo's 'lighter' perfume for women, Harley Davidson's cake decorating kit, Cosmo's range of yoghurts or of course, the Porsche Cayenne, Uber's recent move to buy electric-bicycle provider Jump Bikes is a logical and rational example of portfolio extension. 

Jump Bikes are a New York-based company that allows riders to rent ‘pedal assist’ bikes via an online platform.

Uber chief Dara Khosrowshahi said of the move: “We’re committed to bringing together multiple modes of transportation within the Uber app – so that you can choose the fastest or most affordable way to get where you’re going, whether that’s in an Uber, on a bike, on the subway, or more..”