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Published by:
USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies (2020)
Version:
January 20, 2020
Revision date:
24-Feb-2020
Length:
14 pages
Data source:
Published sources

Abstract

Electric vehicles have been 'the next big trend' for more than 100 years. The first commercially viable electric car was available in the 1890s but failed to become the dominant design. The case chronicles the development of the Electric Vehicle Company (EVC), founded in 1896, which by the turn of the century was the largest manufacturer and user of electric vehicles in the United States. Students evaluate the competition between the three different available engine technologies (gas, electric and steam) and their value propositions. Applying the Business Model Canvas, they explore the misfit between the immature technology and the ambitious sales strategy of EVC. The case guides students in designing a turnaround plan, which addresses many of the challenges that electric car companies, such as Tesla, struggle with today.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Innovation & entrepreneurship; Business plans; Start-up; Business model generation; Business model innovation; Value proposition; Competition; Business history; History of capitalism

Setting

The events covered by this item took place in 1896-1904.

Geographical setting

Region:
Americas
Country:
United States
Location:
New York

Featured company

Company name:
Electric Vehicle Company
Employees:
501-1000
Type:
Privately held
Industry:
Automobiles

Featured protagonist

  • Richard W Meade (male), CEO

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