Commercialization Case Studies
Review materials about each of the commercialization case studies and answer the questions. Be sure to present your report in a professional manner.
1. Etak, Inc. – 1980s Car Navigation System
– Read the article and watch the supplied video
https://www.fastcompany.com/3047828/who-needs-gps-the-forgotten-story-of-etaks-amazing-1985-car-navigation-system
– Etak Navigator Tour & Demo
https://www.youtube.com/watch?v=CHCCjlSWbHE
– See attached for pdf
Answer the following questions:
What ultimately doomed Etak, Inc.?
Which products and innovations are influenced to this day by Etak, Inc inventions and innovations?
2. Beats Electronics and Monster Inc
– Read article about Dr. Dre, Jimmy Iovine, and Beats Electronics
https://gizmodo.com/beat-by-dre-the-exclusive-inside-story-of-how-monster-5981823
– See attached for pdf
– https://www.youtube.com/watch?v=8U8Iku1Ov2Q
Questions:
If you were Noel and Kevin Lee at Monster Inc, what would you have done differently to commercialize your head phones idea? Present and discuss at least three things would have done differently.
3. Tesla Motors commercialization of the Electric Vehicle
Tesla Business Model Article Review
Read Article and answer the following questions:
https://www.researchgate.net/publication/277675857_Business_Model_Design_Lessons_Learned_from_Tesla_Motors
– See attached for pdf
What were the inventions and innovations key to Teslas success so far?
Discuss their market entry and the initial revenue streams?
What were the risks?
Opinion Paper: The Fate of Tesla and Electric Vehicle Commercialization
Read the supplied articles and answer the following questions
– https://www.nextbigfuture.com/2017/08/toyota-plans-to-leapfrog-tesla-electric-cars-by-2022-with-fast-charging-solid-state-batteries.html
Toyota plans to leapfrog Tesla electric cars by 2022 with fast charging solid state batteries
– See attached pdf
– https://www.bloomberg.com/news/articles/2018-10-18/who-s-ahead-in-the-battery-race
– https://oilprice.com/Energy/Energy-General/New-Battery-Design-Could-Crush-Tesla.html
Questions
How might the existing car manufacturers, new battery technologies, and start up Electric Vehicle (EV) companies impact Teslas competitive advantage?
What are the strengths of Tesla in the EV market?
Where are they vulnerable?
What is contributing to Tesla’s current stock price trend and market value?
If you were chairman of Teslas board, what would you do with Elon Musk? How might that impact Teslas direction and market value?
What would you do if you were Telsas CEO? Discuss and justify decisions about product and services, maintaining competitive advantage, and improving profit margins?
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