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Published by:
INSEAD (2018)
7 pages
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Driving the Future: How Autonomous Vehicles Will Change Industries and Strategy


Waymo, the self-driving car division of Google, has ordered 82,000 self-driving cars for delivery through 2020. Cruise Automation, from General Motors, is perfecting their own fleet. Countless companies are driving full-throttle into the future. This case explores whether self-driving cars (autonomous vehicles or AVs) are a red oean or blue ocean opportunity, and explains the difference between technological innovation and value innovation. It will prompt students to think about disruptive innovation and non-disruptive market creation, and why inventors of major technological innovations throughout history have often failed to meaningfully monetize their inventions.


Blue Ocean Strategy; Disruptive innovation; Non-disruptive innovation; Self-driving cars; Autonomous vehicles; Waymo; Uber; Invention; DARPA Grand challenge; BMW; Automation; Job loss; Automobile insurance; Taxi services
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