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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Excerpts

Early History

The history of Think cars can be traced back to the 1970s. The international oil crisis of 1973 led to strict limitations being imposed on car driving in Norway and other countries with an eye to rationalizing oil reserves...

Under Ford

Earlier, product planners at Ford had evaluated the Think City at the Brussels Symposium and found the car to be a good solution for meeting the zero-emission vehicle (ZEV) mandate imposed on car manufacturers by the government of California...

Think Global AS

On February 1, 2003, Ford sold Think Nordic to a Swiss electronic company KamKorp Microeletronics (KamKorp). KamKorp shifted the focus from the Think City and developed a micro size electric bus, the Think Public...

Think's Design and Features

Analysts opined that Think had adopted radical innovation to challenge existing perceptions about cars, and had focused on designing emission free and modern-city vehicles to meet consumer needs...

Business Model

Experts felt that Think was a good example of a social purpose business as the company's goal was to earn profits as well as make a social impact. The environmental goal of saving the climate by replacing fossil fuels was one of the most important aspects of its business model...

Think in 2008

In March 2008, Think launched the fifth generation Think City model in showrooms across Oslo and adopted an innovative sales and marketing approach in a bid to crack the mainstream market. On March 5, 2008, at the 78th annual international Motor Show in Geneva, Think unveiled its five-seater, concept car, the Think Ox...

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