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Case Study

From the Model T to the Tesla Y to “what” now? (Mini case)

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

4 pages

May 2020

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Reference: IMD-7-2199

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

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, Corporate Strategy, Volatility, Unpredictability, Complexity and Ambiguity, Innovation, Disruption, Organizational Structure, Sustainability, Digital

Settings

World/global
Automotive
1908/2020 and beyond

Type

Published Sources

Available Languages

English

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