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

Partner Collection:

Available Documents

Click on any button below to view the available document.

Don't see the document you need? Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.


Need to make copies?

If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.

Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.

Teaching Note

This product does not have a teaching note.


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”.

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.