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  • October 2014 (Revised October 2015)
  • Case

Mobileye: The Future of Driverless Cars

By: David B. Yoffie
Mobileye was an Israeli company, officially headquartered in The Netherlands, which was a Tier 2 supplier to the global automobile industry. After 15 years of building a leading technology for autonomous driving systems, Mobileye emerged in 2014 as one of the most... View Details
Keywords: Driverless Car; Competitive Advantage; Strategy; Market Entry and Exit; Technology; Auto Industry; Semiconductor Industry; Technology Industry; Israel
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  • April 3, 2024
  • Article

How Automakers Can Address Resistance to Self-Driving Cars

By: Stuti Agarwal, Julian De Freitas and Carey K. Morewedge
Research involving multiple experiments found that consumers have biased views of their driving abilities relative to those of other drivers and automated vehicles. These findings have implications for the adoption of partly or fully automated vehicles, which one day... View Details
Keywords: Technology Adoption; Consumer Behavior; Government Legislation; Prejudice and Bias; Auto Industry; Technology Industry
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  • January 2014 (Revised March 2015)
  • Case

Google Car

By: Karim R. Lakhani, James Weber and Christine Snively
By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the... View Details
Keywords: Digital Services; Innovation; Technology; Technological Innovation; Internet and the Web; Market Entry and Exit; Transportation; Auto Industry; United States
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  • 26 Sep 2024
  • HBS Case

If a Car Can Drive Itself, Can It Make Life-or-Death Decisions?

prioritize one life over another? Does a self-driving car swerve to avoid a pedestrian if it means the driver or passenger gets injured, and how does that calculus change if the pedestrian is jaywalking or... View Details
Keywords: by Tom Quinn; Auto; Technology
  • Teaching Interest

Competing in the Age of Digital Platforms—(Executive Education)

By: David B. Yoffie
Summary

Without exception, the most valuable companies in the world today are platforms. Microsoft, Apple, Amazon, Google, Facebook, and many other firms have built their fortunes by facilitating innovation across global ecosystems or... View Details
Keywords: Platforms; Technology; Strategy; Digital Business; Social Networks; Self-driving Cars; Mobile Gaming; Esports; Financial Services; Online Retail; Ride-sharing; Search; Auctions; United States; Asia; China; Europe
  • March 2019 (Revised July 2021)
  • Case

Waymo LLC

By: John R. Wells and Benjamin Weinstock
On December 5, 2018, Waymo LLC, a subsidiary of Alphabet Inc., launched the United States’ first commercial driverless-car ride-hailing service (Waymo One), based in Phoenix, Arizona. As with other ride-hailing services such as Uber and Lyft, Waymo One riders... View Details
Keywords: Vehicle; Automation; Automobiles; Automotive; Driverless Car; Automotive Industry; Autonomy; Google; Self-driving Cars; Technological And Scientific Innovation; Technological Change; Technology Change; Ride-sharing; Uber; Lyft; General Motors; Innovation; Disruptive Technology; Disruptive Technologies; Tesla; Waymo; Operating Systems; Artificial Intelligence; Autonomous Vehicles; Transportation; Technological Innovation; Disruption; Commercialization; Growth and Development Strategy; Transportation Industry; Auto Industry
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  • 15 May 2024
  • Research & Ideas

A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better

Think you’re a better driver than most people? You’re not alone. And you may be one reason self-driving cars haven’t taken off. About 77 percent of participants surveyed in a new study rated themselves... View Details
Keywords: by Rachel Layne; Transportation; Auto
  • 21 Mar 2019
  • HBS Case

The Ferrari Way

in 2015 (ticker symbol RACE). Meanwhile, the automotive industry has been shifting through its biggest changes in decades, with companies scrambling to keep up with the pace of innovation—including drivetrain electrification, wireless connectivity, and View Details
Keywords: by Michael Blanding; Auto
  • 27 Jan 2015
  • First Look

First Look: January 27

Huntington Bancshares No abstract available. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/215024-PDF-ENG Harvard Business School Case 715-421 Mobileye: The Future of Driverless Cars Mobileye was an Israeli company,... View Details
Keywords: Sean Silverthorne
  • 2022
  • Chapter

Redirecting Rawlsian Reasoning Toward the Greater Good

By: Joshua D. Greene, Karen Huang and Max Bazerman
In A Theory of Justice, John Rawls employed the ‘veil of Ignorance’ as a moral reasoning device designed to promote impartial thinking. By imagining the choices of decision-makers who are blind to biasing information, one might see more clearly the organizing... View Details
Keywords: Moral Sensibility; Judgments; Prejudice and Bias; Decision Making
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  • 24 Jun 2014
  • First Look

First Look: June 24

case: http://hbr.org/product/from-beijing-jeep-to-asc-fine-wines-the-story-of-an-american-family-business-in-china/an/314053-PDF-ENG Harvard Business School Case 614-022 Google Car By 2013, Google, while not a traditional manufacturer of... View Details
Keywords: Sean Silverthorne
  • 27 Feb 2019
  • Research & Ideas

The Hidden Cost of a Product Recall

Drivers on Interstate 25 in Colorado have been speculating about the fate of hundreds of Volkswagen cars sitting in a lot near Pikes Peak International Raceway. It’s one of 37 sites in the United States where the automaker is storing... View Details
Keywords: by Danielle Kost; Manufacturing; Consumer Products; Auto; Medical Devices & Supplies
  • 11 May 2016
  • Research & Ideas

Fix This! Why is it so Painful to Buy a New Car?

upstarts like Uber and Zipcar are making it easier (and less expensive) to find alternatives to car ownership. Self-driving cars, which will one day become part of the rental/cab fleet, will be another... View Details
Keywords: by Sean Silverthorne; Auto
  • 13 Nov 2019
  • Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

departments within the firm could query it for answers to questions ranging from optimal pricing to product design. What prevents this from materializing? After all, machine learning is delivering self-driving View Details
Keywords: by Kristen Senz
  • 11 Feb 2020
  • Sharpening Your Skills

10 Rules Entrepreneurs Need to Know Before Adopting AI

of it as superhuman—especially if AI is solving complicated problems such as 100 percent accuracy in self-driving cars and medical diagnosis. You have to help them understand that the performance of ML... View Details
Keywords: by Rocio Wu
  • 01 Jul 2019
  • What Do You Think?

Are Super Stretch Goals Only for the Very Young?

product or a new way of thinking about the business. The leader of the Google X team that developed Project Loon (the self-driving car), Astro Teller, is cited by investor John Doerr for this elegant definition: “If you want your View Details
Keywords: by James Heskett

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