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Green Car Inc.: Strategic Direction in the Car-Sharing Service Industry
內容大綱
In March 2021, the chief strategy officer of Green Car Inc. (Green Car), an on-demand car-sharing services company, was contemplating the company’s strategic direction. In an on-demand car-sharing services model, a company owned vehicles and received a fee from consumers who borrowed those vehicles. The strategy of Green Car’s main competitor was to maximize its platform competitiveness by aggressively expanding its operational scale and scope, even if it meant incurring financial losses. In contrast, Green Car tried to achieve a balance of growth and profitability, which had resulted in continuous profits. The company now faced an important question for the company’s overall strategic direction: growth or profitability? Which strategy would be successful in the end?
學習目標
The case provides students with the opportunity to learn about balancing organizational growth and financial stability from the perspective of the decision-maker. Students will also learn how to effectively develop and implement strategic initiatives. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the roles that regulations can play in a start-up.</li><li>Identify market opportunities and a firm’s business model.</li><li>Compare and assess the strategic directions of different companies in the same industry.</li><li>Evaluate the benefits and costs of different strategic paths.</li></ul>