# Professor Melissa Schilling is interviewed about Juno's entrance into the New York City ridesharing marketplace

1 Faculty News October 26, 2016 ![Bloomberg logo](/sites/default/files/styles/246w/public/assets/images/bloomberg192x144.jpg?itok=yV529lwz)>

Excerpt from [Bloomberg](https://www.bloomberg.com/news/articles/2016-10-26/juno-wants-to-kill-uber-with-kindness) -- "This kind of piggy-backing is rarely found in other industries, said [Melissa Schilling](http://www.stern.nyu.edu/faculty/bio/melissa-schilling), a professor of management at New York University’s business school. 'Uber spends all the money recruiting the drivers and educating the market, and as a result, later movers can come in at lower cost,' she said. 'Furthermore, you can successfully enter as a small player because the drivers are having their employment needs topped off by Uber.'"

[Read more](https://www.bloomberg.com/news/articles/2016-10-26/juno-wants-to-kill-uber-with-kindness)