Disrupting the Truck Industry with Tough, Electric, Luxury Vehicles

Disrupting the Truck Industry with Tough, Electric, Luxury Vehicles

July 17, 2019
Corinne M. Karuppan, Ph.D.

Amazon and Ford Motor Company have invested heavily in Rivian, a new start-up aiming to do for pickup trucks and sports utility vehicles (SUVs) what Tesla did for cars.

Rivian focuses on combining power, electrification, and fun. The vehicle designs are slick, but the challenge of manufacturing them looms over the company.

Video Spotlight: see the video on Rivian vs. Tesla

This post is based on the New York Times article, Meet the Man Quietly Building the Tesla of Trucks, with Jeff Bezos Aboard, by N.D. Schwartz, July 2, 2019, and the YouTube video, What EV Start-Up Rivian Is Doing That Tesla Isn’t, by Business Insider, June 11, 2019. Image source: Images by Victoria J Baxter/Getty Images

Discussion Questions:

1. On what market opportunities does Rivian want to capitalize?

Guidance: It is actually quite unclear. On one hand, the article mentions that the trucks are meant to be “lifestyle,” rather than work vehicles; on the other, Amazon’s interest in the company seems targeted at its distribution network. What is certain is that it is attempting to carve a niche in the expanding pickup and SUV markets.

2. What are the external threats to the company’s future Continue reading →

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Dressed for Success in the Gaming World

Dressed for Success in the Gaming World

May 28, 2019
Corinne M. Karuppan, Ph.D.

Two young female graduates from the Parsons School of Design went where no other sports apparel company had gone before: the world of esports.

Their attention to detail from design to promotion of the finished product gained them the respect of top gamers, thereby giving them great visibility in a market that was rather obscure until recently. Already established as the leader in esports apparel, their company, Ateyo, is poised to grow with the industry.

Video Spotlight: Watch Ateyo’s co-founders describe their products

This post is based on the Forbes article, Building the Nike of Esports: Meet the Female Founders Who Mastered the Art of Apparel Manufacturing, by C. Feiger, April 23, 2019; and the YouTube video, Ateyo’s Co-Founders!, by Ateyo, April 17, 2018. Image source: Shutterstock / Gorodenkoff

Discussion Questions:

1. How did Ateyo become a leader within esports? What are the order winners and qualifiers in its operations strategy?

Guidance: Ateyo was the first company to enter the market. As first mover, the company quickly established brand recognition and loyalty before major competitors entered the market. The order winners are 1) quality (high performance in terms of design tailored to gamers, fabric, Continue reading →

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