Author Adam Lashinsky, reporter and executive editor for Fortune magazine, will be at the University of Toronto Rotman School of Management on Thursday to talk about his just-released book about Uber, a startup that's powerfully influenced transportation and stirred up controversy.

Admission to the event will include a signed, hardcover copy of "Wild Ride: Inside Uber's Quest for World Domination" for $37 plus harmonized sales tax (HST). The event is part of the Big Ideas speaker series.

Uber CEO Travis Kalanick has drawn criticism for his “ruthless pursuit” of power and domination. Lashinsky's book covers Uber’s rise from its starting point through its current competition to surpass local markets worldwide, eliciting pushback from both industrial and academic echelons.

“It's a story that startup founders, executives of traditional businesses, tech-savvy readers, and drivers and riders alike will find riveting,” university representatives said. “Uber is in the headlines every day, but so much [is] still unknown to the public. Lashinsky will offer a look inside Uber's vault in this informative, deeply researched book about the ur-disruptor and its visionary and fierce CEO.”

Check-in begins at 4:15 p.m. with the author’s talk slated for 5 to 6 p.m., in Fleck Atrium – the ground floor of the Rotman's north building, 105 St. George St. His talk will be followed by a book sale.