The Mini Cases 5 Companies, 5 Strategies, 5 Transformations

So better place decided to analyze which geographies

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Unformatted text preview: market? Key moves: Shai Agassi founded Better Place in 2007, on a straightforward rationale: Oil is finite, petroleum prices would inevitably rise, and global warming had created the impetus to reduce carbon emissions. Electric cars will be part of the emissions-reduction answer, as long as they have refilling stations. Still, there was a big gap between that knowledge and the kind of favorable policies needed to create a critical mass of electric cars, at least in most markets. So Better Place decided to analyze which geographies had already made political and cultural strides toward favoring electric vehicles—in essence, “outsourcing” its work on regulatory policy change to communities where it was already under way. Among Better Place’s criteria for identifying hospitable locations for operation were that the public had to be receptive to electric cars, therefore creating an underlying market, and the government had to be creating a political climate to bring electric transportation to life. At the top of the list of nations was Israel, which wants all new cars to be electric by 2020. Urban...
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