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Uber warns that its reputation may always be a risk for its continued success (UBER)

Uber warns that its reputation may always be a risk for its continued success (UBER)
Carlo Allegri/Reuters



Uber made its initial public offering prospectus public for the first time on Thursday.




Among the company's risks is a warning that its reputation may always cast a shadow on its business.




Uber had a disastrous year in 2017 for the company after a damning blog post alleged a toxic corporate culture and eventually resulted in the resignation of founder Travis Kalanick.



Uber has officially filed to go public.
The ride-hailing giant made its paperwork public for the first time on Thursday, providing us the first comprehensive look under the hood at the company's financials, risk factors, and more. And one glaring risk factor is likely to be at the top of all investors minds.
"Maintaining and enhancing our brand and reputation is critical to our business prospects," the company said in the filing.
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