Mobility Innovation for a Better Place

Published 30 Sep 2009
Reference 5630
Region Global
Length 12 page(s)
Language English

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.

Teaching 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.

  • Business Models
  • Auto Industry
  • Entrepreneuship
  • Sustainable Value Innovation
  • Blue Ocean Strategy
  • Sustainability Strategy
  • RD0909
  • AR2009
  • AR0910
  • IAF 09/10
  • IAF 2520438