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Eco-entrepreneurship: TH!NK's Bumpy ride

Author: Orsato, Renato ; Van Wassenhove, Luk N. ; Wells, PeterINSEAD Area: Technology and Operations ManagementPublisher: Fontainebleau : INSEAD Social Science Research Centre (ISSRC) 2008.Language: EnglishDescription: 15 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: This case describes the trajectory of a group of Norwegian entrepreneurs to develop and commercialize a battery electric vehicle (BEV) called TH!NK. The business opportunity was for a vehicle intended for eco-oriented niche markets in urban or suburban personal transportation. The car design integrated several innovations, which subsequently motivated Ford to own the enterprise for a short period of time. By 2007 there was renewed hope that the enterprise would finally succeed.Pedagogical Objectives: By applying the case, educators will be able to explore (1) How eco-oriented innovation in car design can reduce manufacturing costs and break-even point of new models, (2) the systemic limitations associated with current mobility patterns, which limit the adoption of BEVs, (3) How BEVs fit the strategies of volume car manufacturers, such as Ford, (4) Potential strategies for new entrants in the car industry, such as manufactures of electric vehicles, (5) The business models and associated income revenues of existing car companies.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

By applying the case, educators will be able to explore (1) How eco-oriented innovation in car design can reduce manufacturing costs and break-even point of new models, (2) the systemic limitations associated with current mobility patterns, which limit the adoption of BEVs, (3) How BEVs fit the strategies of volume car manufacturers, such as Ford, (4) Potential strategies for new entrants in the car industry, such as manufactures of electric vehicles, (5) The business models and associated income revenues of existing car companies.

This case describes the trajectory of a group of Norwegian entrepreneurs to develop and commercialize a battery electric vehicle (BEV) called TH!NK. The business opportunity was for a vehicle intended for eco-oriented niche markets in urban or suburban personal transportation. The car design integrated several innovations, which subsequently motivated Ford to own the enterprise for a short period of time. By 2007 there was renewed hope that the enterprise would finally succeed.

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