Eco-Entrepreneurship - TH!NK's Bumpy Ride

This case describes the trajectory of a group of Norwegian entrepreneurs to develop and commercialize a battery electric vehicle (BEV) called THINK. 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.

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.