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- Title
Tesla: Disruptor or Sustaining Innovator.
- Authors
Ahmad, Salma; Khan, Mohd. Azmi
- Abstract
Tesla Inc (formerly Tesla Motors) is a pioneer of the first highway legal serial production allelectric car to use lithium-ion battery cells. Tesla launched Roadster, the first luxury electric car in the world in 2008 which received a humongous response. Initially, the customers were the affluent few. Tesla later launched less costlier versions such as the Model S, the Model- X and the Model-3 to target the mass market. With the introduction of Roadster, Tesla did not compete within the confines of the existing industry or attempt to steal customers from the existing automobile rivals; but, developed an uncontested market space that made the competition irrelevant. It created a Blue Ocean, a previously unknown market space. The objective of the case is to develop conceptual clarity of what a Blue Ocean is, how it is different from a Red Ocean, analyze whether Tesla created a Blue Ocean. The case would also help discuss the future strategy for the company.
- Publication
Journal of Case Research, 2019, Vol 10, Issue 1, p12
- ISSN
0976-108X
- Publication type
Academic Journal