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    Case Study

    Green Motion: From entrepreneurial pioneer to multinational powerhouse

    By Jim Pulcrano
    10 pages
    August 2023
    Order this case study
    Reference: IMD-7-2456

    Entrepreneur François Randin was successful, but searching for his next venture, wanting to build something sustainable. Suddenly he sees an all-electric sports car and decides to create an electric vehicle (EV) charging station company, even though the number of EVs on the road at the time is minuscule. He starts with software, moves to hardware, and launches… And then grows slowly until the day he discovers a new business model. He is successful in funding the start of the scaleup, but realizes that to really get to hyperscale (and fund his next idea), an adjacency, he needs really deep pockets. Raise more money, go for an IPO or accept one of the three acquisition offers he has in front of him?

    Learning Objective
    • The case puts the reader in the shoes of the entrepreneur, from founding to sale of the business.
    • New markets are rarely obvious at the beginning.
    • Scaling likely requires a new business model.
    • Turning customers into partners.
    • Expansion via fundraising, public listing or acquisition by a major player?
    Keywords
    Business to Business, Disruption, Entrepreneurship, Strategy, Sustainability, Electric Vehicle, Pivoting, Electrification, Affordable Energy​, Clean Energy​, Industry Infrastructure, Industry Innovation, Sustainable City, Sustainable Community, Climate Action
    Settings
    Europe, Switzerland
    Green Motion, Energy, Automotive, Automobiles
    2009-2022
    Type
    Field Research
    Copyright
    © 2023
    Available Languages
    English
    Related material
    Teaching note
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