Business Model Innovation by Better Place: A Green Ecosystem for the Mass Adoption of Electric Cars

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Case Details:

Case Code : BSTR378
Case Length : 22 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note : Available
Organization : Better Place
Industry : Auto and Ancillaries
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction

Better Place, formerly Project Better Place, a start-up company founded in October 2007 in Palo Alto, California, in the US, was a winner of the 2009 AMR Research Sustainable Leadership Award for Clean Technology⁷. According to the Wired magazine⁸, Better Place was the fifth largest start-up in the history of business ventures till March 2009⁹. Shai Agassi (Agassi), the company's founder and CEO, was ranked third in the list of '100 Most Creative People 2009'¹⁰ prepared by Fast Company¹¹, New York. He was also included in the '2009 Scientific American 10', a list of 10 people selected by the Scientific American magazine¹² for their endeavors to ensure that technological evolution contributed to the betterment of society¹³...

Excerpts >>

7] This award recognized companies that are "trailblazers in clean technology development including alternative energy, clean tech market service provision, grid delivery systems, smart technology and information, energy storage devices and platforms, and other enabling technologies."
Source: "Dell, HP, Better Place, Tririga Earn Sustainability Awards," http://www.environmentalleader.com, May 29, 2009.
8] Wired is a monthly magazine in English published from San Francisco. It covers topics related to business, lifestyle, and leadership. Source: www.wired.com
9] Rachel Pulfer, "Venture Capital: A Modern Midas," www.canadianbusiness.com, March 16, 2009.
10] www.fastcompany.com
11] Fast Company is US-based business magazine (10 issues per year) in English covering areas such as innovation, digital media, technology, leadership, design, and social responsibility of the companies. It is known for reporting on individuals who come out with creative ideas in the marketplace. Source: www.fastcompany.com (Accessed on June 3, 2009)
12] The Scientific American Magazine is published from New York. The magazine, which was started in August 1845, is one of the oldest publications in the US. It reports on innovations in research. Source: www.scientificamerican.com
13] "Scientific American 10: Guiding Science for Humanity," www.scientificamerican.com, June 2009.

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