Ref: IMD-7-2199

Case study

Reference: IMD-7-2199

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From the Model T to the Tesla Y to 'what' now?

Knut Haanaes

By Professor Knut HaanaesKnut Haanaes, Øystein D. Fjeldstad and Lisa Simone Duke

This mini case compares the Ford T innovation with Tesla. It takes a fictional figure “John” who is CEO of an automotive company charged with presenting to the board a proposal on how to shape the future of the car industry.

John considers how everything is changing in the industry, from products, to ownership, to self-driving cars, to customer needs. Where should he begin to think about this?

Learning Objective

This case is part of a mini-series focused on reshaping industries that challenges participants to consider the lessons of various events and examples and to think about what the future might look like and where we should draw insights and inputs from. In this case the learning objectives are:

  • How can we predict the future? What insights can we draw on? Where do we start?
  • What can we learn from disruption to shape the future?
  • How can we make sense of disruptive influences?
Keywords Strategy, Sustainability
Settings Automotive
1908/2020 and beyond
Type Published Sources
Copyright ©IMD 2020
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Reference: IMD-7-2199

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Case study

Reference: IMD-7-2199

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