Speeding Ahead to a Better Place

Posted: 9 Apr 2012

See all articles by Elie Ofek

Elie Ofek

Harvard Business School - Marketing Unit

Alison Berkley Wagonfeld

Harvard Business School

Date Written: March 14, 2012

Abstract

In mid-2008, Shai Agassi, CEO of Better Place, is in the midst of planning a paradigm shift in clean transportation. In an attempt to wean the world from using gasoline-powered vehicles, his company is playing the role of innovator and integrator for new vehicles, charging spots, and battery switch stations. The effort also requires aligning various parties, from governments to auto manufacturers to consumers. The fledgling company has made good progress in both Israel and Denmark as the first two launch locations but faces a series of decisions on the best course of action going forward. Agassi must decide how best to market in these two countries given the likely adoption challenges once the infrastructure and cars are ready, as well as decide how quickly to begin pursuing other countries (and if so, which ones). A big part of the Better Place solution relies on a novel business model that needs to be evaluated for its attractiveness and feasibility.

Learning Objective: To understand the challenges and opportunities inherent in creating a paradigm shift in an industry through innovative products, services, and business models.

Suggested Citation

Ofek, Elie and Wagonfeld, Alison Berkley, Speeding Ahead to a Better Place (March 14, 2012). Harvard Business School Marketing Unit Case No. 512-056. Available at SSRN: https://ssrn.com/abstract=2037354

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

Alison Berkley Wagonfeld

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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