To maximize their effectiveness, color cases should be printed in color.
Describes the history of General Motor's attempts to develop a hydrogen fuel-cell powered car. As of 2003, GM developed several prototypes of such a vehicle to demonstrate the viability of the overall concept. Many uncertainties remained, however, with respect to the issues of cost, safe storage of hydrogen on a vehicle, and the lack of a hydrogen-refueling infrastructure. Aids students in developing a strategy for pushing this initiative forward, including tackling the question of how radical the new design should be and what to doabout competitors who have aggressively pushed interim technology-hybrid vehicles--which GM has chosen not to emphasize in its product portfolio. Includes color exhibits.
Learning objective:
To illustrate the major challenges involved in managing a technological transition that is likely to overturn a firm's existing competencies. To highlight why firms differ in their approach to potentially disruptive technologies.
The case report should be no longer than one page single spaced (12 Text size). You should start with a very brief summary of the case (one short paragraph, 2to4 sentences). You should then discuss what the key question(s) in the case is (are), who the key decision maker is, (some cases might not have one defined decision maker), what criteria should be used to make decisions, what the different alternatives are, what decision would you make, and why. At the end, provide 2-3 key lessons or takeaways from the case.