Though Zipcar’s cost-effective approach to car ownership is known for being a great “best new idea” story, this case asks how CEO Scott Griffin can turn Zipcar from “best” and “new” into “profitable”.
Zipcar, Inc.
by: Robert J. Dolan
Publication Date: December 23, 2010
Length: 12 pages
Product ID#: 1-429-159
Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management, Sustainability
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Describe Zipcar's "Keep It Simple" strategy and why it was successful.
- Evaluate the pros and cons of Zipcar's pricing strategy.
- Assess the reasons why Zipcar's business strategy was so complex.