Denmark-based Kjaer Group had supplied vehicles and services to humanitarian fleets since 1977. In 2005, in an effort to differentiate their value proposition from that of other suppliers to the sector, they devised an integral fleet management solution, thereby moving from a product to a service based offering (servicising) for their customers.

The case describes the evolution of a startup company in Israel, from the technical idea (a technology to reduce friction between moving parts), through the first financing round, the development of an innovative business model, and the resolution into revenue generation.

The case describes the evolution of a startup company in Israel, from the technical idea (a technology to reduce friction between moving parts), through the first financing round, the development of an innovative business model, and the resolution into revenue generation.

The case describes the evolution of a startup company in Israel, from the technical idea (a technology to reduce friction between moving parts), through the first financing round, the development of an innovative business model, and the resolution into revenue generation.