Think Global AS: In Search of the Triple Bottomline

            
 
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Case Details:

Case Code : BECG110
Case Length : 27 Pages
Period : 1991-2009
Pub Date : 2010
Teaching Note : Available
Organization : Think Global A/S
Industry : Automotive / Electric vehicles
Countries : Norway; Europe; USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"The electrification of the automobile industry has reached a tipping point. Think is perfectly positioned to capitalize on this trend and is the leader in this rapidly growing industry sector. My view is that Think is where the future of the automotive industry will be."1

- Richard Canny, CEO of Think Global AS, in August 2008.

"TH!NK did not just develop a rather well-finished and professional electric car; the company also developed an intriguing strategy premised on low-volume production, Internet-based sales, and the location of small factories in the markets they were to serve. Unfortunately for TH!NK, the promise has consistently failed to live up to reality as the company lurched through different owners [...] and repeated visits to the bankruptcy court."2

- Peter Wells, a Reader at the Center for Automotive Industry Research3 (CAIR), in September 2009.

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1] "World-Class Automotive Executive Team Joins Norwegian Electric Car Producer Think," www.think.no, August 12, 2008.
2] Peter Wells, "TH!NK: The End of Strategy?" www.automotiveworld.com, September 1, 2009.
3] CAIR is one of the leading academic research centres in the world dedicated to the study of economic and strategic aspects of the world automotive sector. It is a part of the Logistics and Operations Management section of Cardiff Business School, one of the leading business schools in the UK.

 

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