Case Study Analysis and Solutions

Case ID: 510062

Abstract:
Case Solution & Analysis for Local Motors: Designed by the Crowd, Built by the Customer by Michael I. Norton, Jeremy B. Dann
In the wake of the meltdown among US auto manufacturers in 2009, Jay Rogers - CEO of Local Motors - has a new approach for the automotive industry: Decide which models are produced through online design competitions, and then allow customers to "build their own cars" from the winning designs. The case focuses on two key issues: Can Local Motors build a thriving online design community at a reasonable cost? And can customers be convinced to add their own sweat and labor to the manufacturing process? The case is written from the perspective of a start-up company seeking funding while trying to implement a novel business concept.

Keywords:
Creativity, Customization, Design, Disruptive innovation, Marketing, New product marketing, Product lines, Production, Sales, Local Motors Designed by the Crowd Built by the Customer Case Solution

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