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Mobility innovation for a better place (A)

Author: Orsato, Renato J. ; Hemne, Sophie ; Van Wassenhove, Luk N.INSEAD Area: Entrepreneurship and Family EnterprisePublisher: Fontainebleau : INSEAD Social Innovation Centre (ISIC) 2009.Language: EnglishDescription: 12 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: In 2007, Shai Agassi raised $200 million to launch Better Place. By deploying a network of charge spots, switch stations and systems that optimised the use of electric vehicles (EV), the company had the potential to become a major player in the transport industry. To succeed, however, it had to overcome major implementation challenges, among them the need to achieve a minimum level of standardisation for the interface between vehicles and the recharging grid, and the continuous need to finance its market expansion.Pedagogical Objectives: The case allows students to explore how an innovative business model has the potential to create new market space and reduce environmental impacts; the emergence of cross-industry reconfigurations for a low-carbon economy; the commercial risks of sustainability-driven business in the realm of transportation.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The case allows students to explore how an innovative business model has the potential to create new market space and reduce environmental impacts; the emergence of cross-industry reconfigurations for a low-carbon economy; the commercial risks of sustainability-driven business in the realm of transportation.

In 2007, Shai Agassi raised $200 million to launch Better Place. By deploying a network of charge spots, switch stations and systems that optimised the use of electric vehicles (EV), the company had the potential to become a major player in the transport industry. To succeed, however, it had to overcome major implementation challenges, among them the need to achieve a minimum level of standardisation for the interface between vehicles and the recharging grid, and the continuous need to finance its market expansion.

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