Any innovation ultimately creates impact, impact which has value—whether measured in pure dollars or other terms. Yet, pricing truly novel innovations can be difficult as there might be no direct comparables in the market.
Our discussion will center upon the pricing challenges faced by the founders of Zipcar when they first launch their company—at a time when there was no comparable service in Boston, where the service is launced.
:: PLEASE READ or WATCH::
Case Study – Zipcar: Refining the Business Model
:: BE PREPARED TO DISCUSS::
Travel in a time machine, back to the year 2000 — the year of the Zipcar case study...
How much do you think people would be willing to pay per hour for a Zipcar? Why, and how did you come to this number?
:: FURTHER BACKGROUND::
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
INSTRUCTOR
David Touve - Senior Director, Applied Innovation, at Darden's Batten Institute.
Registration for Fall 2020 is closed.