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Published by:
USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies (2018)
July 15, 2018
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13 pages
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In 2014, General Motors (GM) announced that semi-autonomous technology, named Super Cruise, would be released in the upcoming 2016 Cadillac CT6 model. But prior to release, the world saw its first death involving semi-autonomous technology, with Tesla's Autopilot. This highlighted the ethical, regulatory, and business considerations related to semi-autonomous technology. The case frames an opportunity to assess whether and when GM should release Super Cruise, and what might justify that decision. Students can draw from case information about Tesla and Google, which exemplify radically different strategies to releasing autonomous vehicles.


Business ethics; Innovation & entrepreneurship; Corporate strategy; Disruptive innovation
USD2 trillion global auto industry
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