STEP 2: Reading The Tesla Strategic Management Harvard Case Study: To have a complete understanding of the case, one should focus on case reading. As technology and innovation scholars, we’ve studied how innovators commercialize new technologies and we’ve interviewed Elon Musk, his co-founder J.B. Straubel, and other important members of the team. By investing in batteries —producing them at scale and in better ways — Tesla is betting that they will control the bottleneck, and thus the profit center, for the future of the industry. UP. Product Description. FINAL PBL.docx. Share. APRIL4, , wikipedia. vvfgyy. Are you an educator? TESLA STRATEGIC ANALYSIS Breana Arrieta, Kylee Floodman, Hallie Messenger, Pameet Musafar Chapman University Argyros School of Business and Economics BUS-475-06: Business Policy Dr. Scott Browne Fall 2017. Based on our case study of Tesla, we’ve observed that Elon Musk is a master of building and using innovation capital to win support for his ideas. —also gives it an advantage over competing electric vehicles built on traditional vehicle architectures, such as a lower center of gravity, greater energy density, and more efficient battery management. Editor’s Note (2/18) – This article has been updated to clarify the definition of innovation capital. Case Study: Tesla Motor Inc 129 Downloads 13 Pages / 3,235 Words Add in library Click this icon and make it bookmark in your library to refer it later. Umang• 2 months ago. Why? Over the past decade, Tesla Motors Inc., has revolutionized the auto industry from its direct to consumer selling techniques to its unmatched renewable energy powered vehicles. What we’ve found is that beneath the turbulent surface, Tesla’s innovation strategy — which focuses on transforming the auto industry as a whole — offers enduring lessons for any innovator, especially in terms of how to win support for an idea and how to bring new technologies to market. TESLA VIDEO EVIDENCE Evidence, Data and a Case Study. What about the other part of Tesla’s strategy: the existing vehicles — the model S, 3, X and Y — which form the core products and require the most investment? Case study. Similarly, when Musk tweets to his 29 million followers that a “Roadster will include ~10 small rocket thrusters,” he probably isn’t serious when he says that “Maybe they will even allow a Tesla to fly.” But he is creating a positive impression for Tesla by leveraging another impression amplifier: comparing, or drawing a connection between his innovation and some other successful one. cvdkfk. Over the past half-century, a lot of brands whose activities are directly related to the production of cars appeared in the USA. For example, a Tesla has more software than the average vehicle and it is integrated around a single central software architecture. GOT IT Harvard Business School Case 714-413, August 2013. "Tesla Motors." What makes this part of the strategy truly unique is not just that Tesla produces electric vehicles, but that it introduced a new hardware and software architecture (the way you put the car together). Course Business Policy and Strategy (BADM 482 ) Academic year. Van den Steen, Eric. These efforts aim to achieve different things — winning the resources to commercialize vs. actually commercializing the idea — but they come together to achieve a central goal: bring a new innovation to market. These techniques aim to build Musk and Tesla’s innovation capital so they can continue to win support from investors, customers, and employees to keep Tesla operating. On the surface, building a new architecture may seem an easy strategy to imitate, but prior research shows it can be very difficult: it can take time and effort for incumbents since it often requires abandoning old ways of doing things and developing new capabilities. The company Tesla plans to expands its business and increase its overall revenue generation. Tesla Motors managed to make a real revolution. Compare that to the Ford-150, the world’s best-selling car in 2018, which sold just over 1 million vehicles that year. PDF Format Type Filter: Hardcover/Hardcopy (B&W) Item: # MH0049 Pages: 28 Publication Date: October 06, 2017. This study focuses on the coupled process since this is applied in the case study, which is examined. He also broadcasts the idea through big media launches like the demo for the Cybertruck, which gets third parties talking about the company and generating buzz. In our view, efforts like the Cybertruck aren’t really about making money; they are about getting attention and proving that Tesla is one of the world’s most innovative companies, specifically for the purpose of building Tesla’s ability to win support from stakeholders — what we call innovation capital. Please sign in or register to post comments. Copyright © President & Fellows of Harvard College. 2. A new case study on MIT Sloan’s LearningEdge website considers the question with in-depth context about the U.S. automobile market and Tesla’s position within it. Our case solution is based on Case Study Method expertise & our global insights.. Strategy & Execution Case Study | Authors :: Eric Van Den Steen Surely, there is a method to what seems like madness to so many. To understand Tesla’s strategy, one must separate its two primary pillars: headline-grabbing moves like launching the Cybertruck or the Roadster 2.0 and the big bets it is making on its core vehicles, the models S, X, 3, and Y. Tesla’s ecosystem strategy also considers the level of individual components for its products. June 7, 2017 March 14, 2019 admin Blog Tesla. In 2018, California-based Tesla Inc. (Tesla) seemed to be gaining momentum after a series of setbacks in the production of its mass-market Model 3 car. Politicians with political capital can get others to join them in pursuing their objectives; in a similar fashion, business leaders with innovation capital can attract the resources needed for innovation to flourish. Dec. 11, 2020. Investors are seeing the potential of Tesla’s future as the company’s market value now exceeds the combined market value of GM, Ford and FiatChrysler. 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