Think Global AS: In Search of the Triple Bottomline

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Case Details:

Case Code : BECG110
Case Length : 27 Pages
Period : 1991-2009
Pub Date : 2010
Teaching Note : Available
Organization : Think Global A/S
Industry : Automotive / Electric vehicles
Countries : Norway; Europe; USA

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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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Excerpts Contd...

Troubles Begin

By the end of 2008, as the global financial crisis deepened, the demand for cars fell. The market for EVs was also affected. Rising gasoline prices combined with the recession caused US sales of cars and light trucks to drop by 18% in 2008 from 2007 levels...

Tragedy Averted, For Now

By the end of January 2009, Think was able to secure interim financing of US$ 5.7 million from investors as well as venture capital and investment firms from the US and the UK. The funding helped the company in restructuring, raising permanent equity capital, and resuming production of the Think City...

Some Positive Developments

Meanwhile, in February 2009, the Think City was nominated for the prestigious Brit Insurance Designs of the Year awards. In March 2009, Think signed a memorandum of understanding with Dutch distributor ElmoNet to deliver 500 Think City cars in 2009...

Big Plans for the US

Think also decided to expand aggressively in the US. The company planned to start a new manufacturing plant and technical center in the US to build the Think City. Production of the Think City in the country was expected to begin in 2010 and the first-year volume, expected to be about 2,500 units, would be made available to pilot and demonstration fleet projects...

The Road Ahead

Analysts opined that Canny had played an important role in restructuring the company as he had applied his hands-on automotive experience to restructuring and managing each functional area of the company...


Exhibit I: Greenhouse Gas (GHG) Impacts of Expanded Renewable and Alternative Fuels Use
Exhibit II: Timeline of Think
Exhibit III: Think City Specifications
Exhibit IV: Features of the Think City
Exhibit V: Models of Think Cars
Exhibit VI: Battery Options of Think City
Exhibit VII: The Think EV Friendliness Index
Exhibit VIII: Total US Hybrid Vehicle Sales: 2004-2008 (Sales in Units)
Exhibit IX: The EV Market
Exhibit X: Some Challenges Faced by Canny


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