Name: Eduard Momot
Jakub Galia
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Content Obsah
1
Introduction .............................................................................................................. 3
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Theoretical part ........................................................................................................ 4 2.1
History .............................................................................................................. 4
2.2
Social responsibility ......................................................................................... 6
2.3
Dialectical System ............................................................................................ 6
2.4
Diffusion process .............................................................................................. 7
2.4.1 Innovation ................................................................................................... 7 2.4.2 Communication channels ............................................................................ 7 2.4.3 Time ............................................................................................................ 9 2.4.4 Social system ............................................................................................ 11 3
Thoughts.............................................................................................................. 13 3.1
Introduction .................................................................................................... 13
3.2
Our view on history ........................................................................................ 13
3.3
Social responsibility ....................................................................................... 14
3.4
Diffusion process ............................................................................................ 15
3.4.1 Suggestions, inventions, innovations ........................................................ 15 3.4.2 Communication channels .......................................................................... 15 3.4.3 Time .......................................................................................................... 16 3.4.4 Social system ............................................................................................ 17 4
References .............................................................................................................. 18
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1 Introduction Nowadays the question of how innovations change the world has risen. It is something what should be discussed. The innovation has big effect on the society, companies and the way of living. For example innovations like penicillin, electric light, internet, mobile phone or printing press completely have changed the world. Good example, how innovation can change the world and the way of thinking is Tesla Motors. Tesla Motors was founded in 2003 by a group of engineers in Silicon Valley. Through the time Tesla Motors develop a lot of inventions. But only some of them became an innovation. Without doubt the most important innovation for Tesla Motors are electric cars and gigafactories. The seminar paper is divide into two main chapters. The theoretical background is written in chapter one. The chapter one includes: history, social responsibility, dialectical system. Then we will aim our word to theoretical framework by Rodgers called diffusion process, because diffusion process is very important in innovation process. In the second chapter we will introduce our thoughts. We will discuss our point of view to history, social responsibility and dialectical system theory. In the last part of our seminar paper we will introduce some innovation what Tesla Motors should do.
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2 Theoretical part
2.1 History July 2003 - Tesla was founded
Tesla Motors was founded by a group of engineers in Silicon Valley who wanted to prove that electric cars could be better than gasoline-powered cars. Before August 2007 Elon Musk's was considered to be an investor, but then he resigned in by the board of directors and took the title of "President of Technology”. March 2008 - Roadster
After the first designed a powertrain for a sports car was constructed by Nikola Tesla in 1888, Tesla Roadster was launched in 2008. It set a new standard for electric mobility. April 2008 - First retailer store
Tesla opened its first retail store in West Los Angeles, Calif. June 2010 - Tesla factory opens Tesla IPO
Tesla Motors launched its initial public offering on NASQAD 13,300,000 shares of common stock were issued to the public at a price of US$17.00 per share. The IPO raised US$226 million for the company. It was the first American car maker to go public since the Ford Motor Company had its IPO in 1956, and by 2014 Tesla had market value half that of Ford. June 2012 - Model S
Was showed the world’s first premium electric sedan with 4-door system and room for seven passengers. This car connects both family safety and sports; and was named Motor Trend’s 2013 Car of the Year and achieved a 5-star safety rating from the U.S. National Highway Traffic Safety Administration. October 2012 - First supercharger installed
Superchargers are free connectors in the stations (around restaurants, shopping centers etc) that charge Model S and Model X in minutes instead of hours. Now there are around 735 Supercharger stations with 4,625 Superchargers. August 2014 - Gigafactory announced
Tesla broke ground on the Gigafactory in June 2014 outside Sparks, Nevada. The Tesla Gigafactory was born of necessity and will supply enough batteries to support a projected vehicle demand by 2018. In cooperation with Panasonic and other strategic partners, 4
the Gigafactory will produce batteries for significantly less cost (about 30%) using economies of scale, innovative manufacturing, reduction of waste. October 2014 - All wheel drive dual motor introduced
They unveiled the world’s first dual electric motor production car and announced that new additions will be added. The launch of Dual Motor Model S coincides with the introduction of a standard hardware package on every new Model S that will enable autopilot functionality. September 2015 - Tesla Tilburg factory opening
Tesla Motors launched its new, nearly 50,000-square meter Tilburg Factory in the Netherlands. This new capacity is basically double what was available before, a necessary addition for the upcoming arrival of the Model X. September 2015 – Model X
Based on the Model S, it is the safest, fastest and most capable sport utility vehicle in history. 2016
Tesla has ambitious plans for the upcoming years. The most efforts are concentrated on building the gigafactory in Nevada which is 5.5 million square feet, and will help the company cut dramatically the cost of its batteries by using: economies of scale, innovative manufacturing, reduction of waste, and the simple optimization of locating most manufacturing process under one roof along with that to expand their production capacity to 1 million cars a year by 2020. Nevertheles a number of other ambitious and innovative projects are coming. By the year 2018 it is been promised that that drivers will be able to experience “hands free driving”, by the same year the number of superchargers should be twice the number of what it is now, from 3,600 to more than 7,000. The last but not the least, according to the “Business Insider” Tesla has long standing plans to make a transformation from innovative car producer into big conglomerate what would also include Energy company. In June, Tesla announced that it seeks to acquire Solar City, which is a solar power company owned by Musk's cousin, Lyndon Rive. Long term vision for Tesla is for it to become a full-service sustainable energy company (Thompson, 2016).
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2.2 Social responsibility Tesla Motors is company, which making huge strides toward a more sustainable world. A group of engineers founded Tesla in Silicon Valley in 2003 with the mission to prove that electric cars could be better than gasoline- powered cars. But Tesla didn’t stop at that. In addition to wowing the world with its innovative car designs, Tesla’s bringing its vision for a more sustainable future to the forefront (Tatera, 2015). For the business enterprise, sustainable development means adopting business strategies and activities that meet the needs of the enterprise and its stakeholders today while protecting, sustaining and enhancing the human and natural resources that will be needed in the future. Tesla takes care about social responsibility and standards of quality assurance. Tesla knows that perfect quality control involves far more than responding to a problem, after a problem becomes obvious. For the quality assurance matters, including implementation, daily direction, and oversight of Control Quality Plan (QCP) is responsible Senior Program Manager (SPM). The role of the SPM is to identify areas of risk, make valuable recommendations on standardization of processes and controls, and influence changes and decisions. Tesla also has Quality Management System (QMS). The QMS provides a model which controls safety, standards and customer satisfaction. Quality Management System serve also many other purposes: lowering costs, reducing waste, improving processes, enganging stuff and setting organizations wide-direction (Quality Assurance, ©2010).
2.3 Dialectical System From beginning people believe that system is made of elements and a set of their relations. System may have an environment and relations with it, maybe not. What is important is that system is an ordered set and system form hiearchy. But later, a specific system theory was produced in Slovenia - the Dialectical System Theory. The DTS says, that the system does not exist, but the object does. The relevancy depends on a subjective decision. There is no one single truth. The only way, where is the only true possible, is in total synergy. The total synergy is situation where every aspect is made a part of a total aspects system.
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2.4 Diffusion process 2.4.1 Innovation An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. It matters little, so far as human behavior is concerned, whether or not an idea is "objectively" new as measured by the lapse of time since its first use or discovery. The perceived newness of the idea for the individual determines his or her reaction to it. If the idea seems new to the individual, it is an innovation. Newness in an innovation need not just involve new knowledge. Someone may have known about an innovation for some time but not yet developed a favorable or unfavorable attitude toward it, nor have adopted or rejected it. The "newness" aspect of an innovation may be expressed in terms of knowledge, persuasion, or a decision to adopt (Rogers, 1983).
2.4.2 Communication channels The system, called Warp (like Warp Drive), became central to the company’s operations and unique business model. Warp Drive isn't ecommerce software, it's Enterprise Resource Planning (ERP) software. Vijayan reportedly built and implemented the system in just 4 months with a small team of 25 software engineers around three main factors differentiating Tesla from other automakers: selling cars online, servicing its own cars and frequent over-the-air updates. Warp also handles all the back office functions for Tesla such as order processing, supply chain management, manufacturing workflow management, financial accounting and lead management (Tesla's direct-sales approach). 3D experience + CAD + BOOM = 3DX ‘Tesla 3DX’
is based on the 3DExperience platform by the French software maker
Dassault Systemes. The ‘Tesla 3DX’ platform is aimed to create a consolidated, fullyfunctional Product Structure with both computer-aided design (CAD - which is used to aid in the creation, modification, analysis, or optimization of a design) and bill of material (BOM - is a list of the raw materials, sub-assemblies, intermediate assemblies, sub-components, parts and the quantities of each needed to manufacture an end product. A BOM may be used for communication between manufacturing partners, or confined to a single manufacturing plant.) processes.
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3D experience
It is a visual tool that allows to gather great amount of information from both inside and outside of the company in understandable form in order to see full business picture by allowing to connect:
Data,
People,
Solutions ,
Ideas.
It gathers social and collaborative apps(internal and external social communities), 3D modelling apps(all the models can be seen and shared by everyone in the organization), modeling and simulation apps, informational intelligence apps (create dashboards, search from public or private systems, internet along with sorting the information.) CAD
Computer Aided Design-CAD is defined the use of information technology (IT) in the Design process. A CAD system consists of IT hardware (H/W), specialised software (S/W) (depending on the particular area of application) and peripherals, which in certain applications are quite specialised. The core of a CAD system is the S/W, which makes use of graphics for product representation; databases for storing the product model and drives the peripherals for product presentation.
Boom system is divided on two subtypes:
EBOOM,
MBOOM.
EBOOM
It is the list of items, parts, components, subassemblies and assemblies in the product designed by engineering. (including historical) it can be compared to the recipe where all the parts are listed with all the prescription. MBOOM
The MBoM contains all the parts and assemblies required to build a complete and shippable product, reflecting the way a product will be manufactured, focusing on parts as they exist in the physical world.It is driven (or based on) by the EBoM, representing the expected ‘end item’, including additional information that was not required during design
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such as packaging material, assembly process information, tooling, work instructions, paint information, supplier information, etc.
2.4.3 Time Organizations often forego or delay their long-term vision because they do not correctly assess their capacity for change and innovation. As a result, organizations often shy away from challenges and consider them distractions as opposed to opportunities. Tesla’s vision was for a high-performance fleet of electric vehicles — vehicles that could outperform their gasoline and hybrid peers in every category. Their primary innovation was investing in lithium-battery technology — the same batteries that power many modern consumer electronics such as laptops and cell phones. Despite being the most optimal battery technology for electric cars, lithium-ion batteries were not previously used due to their high cost. Tesla worked tirelessly to innovate on lithium-ion cells, redesigning them to make them lighter and cheaper to manufacture. What will your organization look like in 25 years? This question quickly stumps many executives. However, it is perhaps the most important question that organizations need to grapple with, particularly those that pursue the sustainability journey. First, ask yourself: What is the capacity of your organization? Now, imagine every machine your company owns suddenly stops. Imagine that every product your company makes disappears. Imagine your supply chain instantly dissolves. Imagine everything that occupies your buildings vanishes, except for your co-workers. They are all standing idly by, anxious. This is the capacity of your organization. It is independent from all the machines, goods, services, materials, and even bottlenecks that often distract us during our daily business processes. Organizations often forego or delay their long-term vision because they do not correctly assess their capacity for change and innovation. As a result, organizations often shy away from challenges and consider them distractions as opposed to opportunities. To tackle the sustainability challenges of the coming age and to remain relevant in the future, leaders must be able to accurately assess the capacity of their organizations and develop a long-term vision around them. Electric cars Perhaps the most effective case that demonstrates the importance of long-term vision is the electric vehicle. Although electric vehicles were invented in the mid-19th century, they suffered from three problems: high cost (primarily attributed to batteries), low top-speed, and short range. GM became the first automobile manufacturer to mass-produce an electric vehicle — the EV1 during the 1990s. It was primed to become the leader in the electric vehicle market, having without a doubt the 9
latest and most advanced technology at the time. However, GM cited that the actual cost for producing electric vehicles was too high to market. It, therefore, decided to terminate the EV1, in one of the most controversial moves in history. In addition, GM and other automakers were notoriously blamed for spending millions of dollars to lobby against regulation that would require the auto industry to produce a certain percentage of electric vehicles in each fleet. Whereas other companies were unwilling to make the upfront investment for developing electric vehicles, a handful of visionaries were willing. Tesla raised $187 million through five rounds of financing, largely led by Elon Musk who became the chairman of the board. Tesla’s vision was for a high-performance fleet of electric vehicles — vehicles that could outperform their gasoline and hybrid peers in every category. Their primary innovation was investing in lithium-battery technology — the same batteries that power many modern consumer electronics such as laptops and cell phones. Despite being the most optimal battery technology for electric cars, lithium-ion batteries were not previously used due to their high cost. Tesla worked tirelessly to innovate on lithium-ion cells, redesigning them to make them lighter and cheaper to manufacture. Turning point On August 2, 2006, Elon Musk wrote a memo entitled, “The Secret Tesla Motors Master Plan (just between you and me).” In it, Musk described how the first goal of Tesla was to build a high-end sports car, the Tesla Roadster, which could go head to head with a Porsche or Ferrari and still have twice the energy efficiency of a Prius. With a price-point of approximately $110,000, Musk admits that there will only be a small supply of Roadsters, but they will serve as a proof of concept and be able to draw enough revenue and backing to begin building a more affordable car. With retail sales beginning in 2012, the Model S falls into this category, starting at just under $70,000. After selling enough of these units, Musk states that Tesla’s plan will be to launch an even more affordable car. It is estimated that this car, codenamed BlueStar and now referred to as the Model 3, will sell for between $35,000 with an expected launch date in 2017. Tesla’s ability to follow Elon Musk’s roadmap and 11-year vision is impressive to say the least. The Model S scored a perfect 5.0 National Highway Traffic Safety Administration (NHTSA) safety rating, with Consumer Reports giving it a score of 99/100 — the highest rating the publication has ever awarded to a car. It is hard to disagree with this rating because on a single charge, a Model S can travel 300 miles, with the ability to go from 0 to 60 mph in 5.9 seconds with a 302 horsepower (hp) motor and 4.2 seconds with a 416 hp motor. A drag coefficient of 0.24 makes the Model S one of the most aerodynamic cars on the market, with a fuel economy of 89 miles per gallon (mpg) of gasoline equivalent. For customers traveling far distances, the Model S can be recharged for no cost at a supercharger station in approximately 10
30 minutes. Otherwise, the batteries can be charged overnight in a regular socket. THE LONG VIEW ON SUSTAINABILITY | The case of Tesla IMD – www.imd.org Page 3/4 Ahead of the competition Tesla’s success can be attributed to the long-term vision of Elon Musk, just as its market penetration can be attributed to the short time frames in which long-standing auto manufacturers are entrenched. In a 2009 interview, the vice-chairman of GM, Bob Lutz, remarked: “All the geniuses here at General Motors kept saying lithium-ion technology is 10 years away, and Toyota agreed with us —and boom, along comes Tesla. So I said, ’How come some tiny little California startup, run by guys who know nothing about the car business, can do this, and we can’t?’” Even if the technology was 10 years away, why not use GM or Toyota’s capacity to achieve it? As Tesla begins paving the way for economically-priced, self-driving vehicles, Elon Musk’s vision for a fully electric car fleet seems to become closer to a reality than a dream. The question posed to leaders is this: If a game-changing technology is another 10 years away from being realized, why are you not already working on it? Alternatively, if you imagine your company being very different 25 years from now, why wait to start transform it?
2.4.4 Social system As we know, innovation is transformed idea or invention into a service or good that creates a value or for which costumers will pay. Social system almost in every case changes the innovation. A social system is defined as set of units, which are interrelated and have common goal. The unit can be individuals, organizations or informal group (Rogers, 1983). The system, in a diffusion theory, could include teachers in Maribor, medical doctors in Prague, or football team in Kiev. Each unit can be different from others units, but all members cooperate at least for the sake of seeking to solve a common problem in order to reach a mutual goal. It is important to know, that social structure of the system affects the innovation´s diffusion. The social structure is patterned group of units in a system. The social structure gives stability and consistency to human behavior. The structure of a social system can facilitate or impede the diffusion of innovations in the system. The diffusion process is also influence by norms. Norms are the fixed behavior patterns for people in social system. They define tolerable behavior. They can be obstruction in a process of change.
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We mentioned that the social structure can influence the diffusion of innovation. The social structure consists of different people. By Rodgers (1983) the diffusion process can influence two types of people:
opinion leaders,
change agents.
Opinion leaders are the most innovative members of society. They are hemophilic. They provide information and advice about innovations to many in the system. But on the other hand, the role of opinion leaders in diffusion process is limited. Tesla Motors has strong support by opinion leaders at the level of personal relationship. Opinion leaders are not paid by company for influencing the others in society (Rogers, 1983). On the other hand the change agents are heterophilic. They have many contract and are well informed of the novelty and are economically motivated to implement novelty. They are respected by other but are usually not members of the social system (Rogers, 1983).
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3 Thoughts 3.1 Introduction Nowadays the question of innovation and how it changes the society, what benefits it can give has risen sharply. Year after year people all over the world start asking themselves a question what is that, that can change the world we know for better? We think, we know the answer. A small startup company created in Silicon Valley in 2003 by 2016 has become one of the most successful innovative brand in history. There is an idea behind curtain, to give a second life for previously underestimated concept of electric cars which was developed in 90s, but abandoned by many because of the fund required and a great deal of research. Tesla struggles to prove that “green cars” can not only be equal to their gasoline substitutes but also, outperform them. Due to the big quantity of opinion leaders and recent trend of Eco-technology Tesla is clearly on the crest of a wave which gives almost endless opportunities for spreading the vision, technologies and values. We expect this trend to escalate in the upcoming years and that is why Tesla turned up for us as the best choice in terms inventions they do and innovations they want to implement.
3.2 Our view on history Tesla company has been forged in flames of mistrust and lack of investments, but no one said that to be innovative is easy. After 2003 and up until 2007 there was no products manufactured by Tesla, only ambitious projects. Nevertheless, they received more than five prestigious awards, namely: Breakthrough Award from Popular Mechanics, Environmental Leadership Award from Global Green USA, Index Design Award, R&D Innovator of the Year from R&D Magazine, Entrepreneur of the Year, 2007: Elon Musk. In our opinion that along with the Musk’s investments what gave the com pany that push a believe in what they hava been doing. All in all, after four years of work new Roadster was launched in mass production and at the same year of 2008 first retail store opened in west Lost Angeles so that people can see new product in their own eyes. We believe that company development goes in a ladder manner which implies that every couple of years it experiences a breakthrough. Next push was given in 2009-2010 when they took a US$465 million loan approval from US Department of Energy and then made an IPO for 226 millon.
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Than, once there is resources the decision to develop infrastructure has being made and that turned up to be the best one. After creating the first factory in 2010 in CA, they were able to make brand new S model available to the wider range of customers, in that way spreading the innovation among in U.S. car owner community. Every innovation has to be accepted by people, even though is was a hard way for Tesla to come this far there are more challenges to handle, currently the company’s focus is to develop full infrastructure of factory, superchargers and stores all over the globe which will the sustainable competitive advantage before its rivals on the global car market.
3.3 Social responsibility Tesla Motors is really thoughtful. They are manufacturing zero emission cars. The material, which Tesla using for their cars is Alumininum which is more expense than for example, steel or plastic the biggest advantage of materials used is that they are 100 % recyclable which brings undoubtful benefits to the environment in a long perspective because of the multiple usage possibilities. Moreover, batteries are non-toxic and can recycle as well. In our opinion this is the way, companies all around the World should take neglecting short term losses which can be caused by switching to the “ECO friendly” production. Create almost 100 % recyclable product with has value for society, this is one of the long term perspectives in terms of social responsibility policy runned by Tesla. Also our recommendation in this part is that Tesla Motors should move their interest into cutting noise pollution. Company has corporate social responsibility strategy. They do not care about environment and social responsibility. Tesla Motors can create and became a leader in group of Organizations For Better World (OFBW). They have capacity to spread social responsible thinking, and teach organizations how to be more responsible. Together, they can change the generally accepted thinking and the World. Not too long time ago, business could be successful only by focusing on manufacturing and selling goods neglecting environmental issues. Thus, some plants are still standing as ghosts because of the high demolishing and production reorientation costs. Our suggestion for Tesla is to buy abandoned plants or receive them from the government under the condition of rebuilding with the use of “Green technologies” this alone will bring environmental benefits and new working places to the cities.
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3.4 Diffusion process 3.4.1 Suggestions, inventions, innovations Tesla already has cars that do not need any fuel and it seems that the one of the biggest problem on Earth can be solved. The ear pollution one of the most discussed issues but we should not neglect the other, water as the essence of life plays equally important role in human kind prosperity. That is why we believe that new concept of Tesla boat can be developed. Water contamination has dramatic effect on the environment and fuel engines on water are as harmful as on land. For us, there is no doubts that this innovation and new market can be attractive to tesla. Generally, ocen has more sun for recharging the battery´s with the help of power wall system along with wind energy that can be also used in cloudy weather. In terms of wind force there can be a wind generator on sails that can catch the air flows and make it to rotate the wheel that will turn them into electric power.
3.4.2 Communication channels Tesla has developed innovative communication channels both inside and outside of the company. Most of the interactions hare held via two major Information systems which include a great deal innovation. First is responsible for production and has been developed specifically by Tesla, for Tesla within only 40 days and in that way they were able to perfectly adjust the system to the company’s current needs. Since WARP is an ERP system it handles the communication within the enterprise and supports production aspects as supply chain, manufacturing and accounting. From the external part, direct-sales and customer support are handled by it as well. Then the 3DX, originally the 3D experience system has been taken as the basis for future app. developments with addition of BOOM and CAD system. We believe that is was wise because in a regard to the core functionality it would be too expensive to develop such software from the scratch. With the ultimate capabilities given, there is an great potential to be uncovered because of the workers being able to communicate inside and outside of their department in one application, thus exchanging the ideas and helping each other, using custom search engine setting in WWW requests and inside of the company database surfing. Not to mention innovation development process that now can be handled online, without any need for paper work and presentation to the top management in person, because all the projects can be tracked, commented, viewed and edited with the help of 3DX.
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CAD and BOOM were of significant importance for Tesla, because of communication need reduction in terms of product design and planning stages which also gave a push for future projects, With CAD there is no longer a need to draw a model, engineers can just use a constructor and details available in database to create an image of desirable invention. EBoom as a part of the Bill of Materials system helps to store all the information about parts needed by CAD system. MBOOM in addition helps to see ready item and whole assembly/manufacturing process. This Informational Systems are forming the holistic view on what should be done in the company starting from the manufacturing and ending by management along with customer´s communication channels.
3.4.3 Time There nothing more valuable than time and nothing so important as planning. In our opinion Tesla understands it better than any other car company on the market, we believe that this is due to its relatively young age and medium size. It is important for them to stay focused of their primary long term goal as to create accessible electric car which would make a great deal of rivalry to gasoline engine cars. They took challenge no one wanted to take for more than 30 years and succeeded in developing product, brand and what is more, strategy for implementation of their future projects. After analysing all the information available we can conclude that Tesla’s strategy is to invest enormous amount of funds into research and development, in that way achieving competitive advantage along with collecting money from sales of the previous models and redirecting them on production of a new car generation like it was with “roadster” and “Model S”. Even though Muck’s 11 years vision proved itself to be extraordinary in terms of development, there are some concerns of ours. Recently, we have observed strong value and accents shift from car manufacturing to infrastructure development which consumes considerable amount of revenue, this is not yet clear where the company can end up with such priorities. What can be said is that in upcoming years the World will witness new type of selfsufficient company where barging power of suppliers is reduced to the lowest possible point, distribution and communication channels are held solely by it that of course, in a long run, can bring tremendous merits as lowering production costs, overall management system coordination improvement and brand position strengthening.
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3.4.4 Social system Earlier we have written that social system changes the innovation but the question which arises doubts, does it always so? If to go down this road the innovation is indeed developed because of issues that some communities are experiencing or just something that they are having need in. From this perspective Tesla has been influenced by the World society or in other words, global “Green trend” trend and striving to preserve desolation of natural resources. On the other hand, one arguments should not be ignored. According to Rodgers there are Opinion leaders and Change agents which are acting on the basis of already developed innovation and this where the contradiction comes out to play. Not every innovation is useful for the society and not all researchers are driven by the pure goal of making the world better, it can be trivial chasing profit chasing. Previously mentions two classes of society influencers, whether they are paid or not they are acting/stating their opinion on the basis of already existing and tested product. One that can be said for sure is that Tesla changes the Social System and values right now, growing number of people switching their gasoline cars on electrical because of the trend, desire to be “eco friendly” or just because of the lowering transportation costs. Notwithstanding the reasons, the ball is rolling and it already brings benefits to the gradually changing societies. It should be also outlined that early adopters for tesla are people passionate about addressing global warming, air pollution, and oil dependency. They have higher incomes and than the general public. These people are concerned about making buying decisions that benefit broader society. Even now, situation has not changed much because of the high cost of lithium batteries, Tesla still operates in upper market segment and it is well known and respected for safety, design and performance. We believe that the society gives the prerequisites for innovation to occur and then this developed technology changes the system of values/beliefs/habits that have a need to be changed.
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4 References THOMPSON, Cadie. 2016. Tesla has big, big plans for the next 4 years. In: Business Insider [online]. [cit. 2016-12-05]. http://www.businessinsider.com/everything-tesla promises-to-accomplish-by-2020-2016-7/#complete-its-giant-gigafactory-1 TATERA, Kelly. 2015. Tesla’s Innovations to Create a More Sustainable Earth. In: Science Explorer [online]. [cit. 2016-12-05]. http://thescienceexplorer.com/technology/tesla-sinnovations-create-more-sustainable-earth Quality Assurance. ©2010. In: Tesla [online]. [cit. 2016-12-05]. Dostupné z: http://www.tesla.net/quality-assurance ROGERS, Everett M. c1983. Diffusion of innovations. 3rd ed. London: Collier Macmillan. ISBN 00-292-6650-5.
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