Morten Rask

Better Place is trying to reshape the automotive industry by shifting transportation from a dependency on oil to a reliance on environmentally friendly renewable energy. Better Place is developing an extensive infrastructure system that will utilise overcapacity in the production of wind power among others and that will drive the global transportation industry to becoming driven by electric vehicles (EVs). Better Place does this by selling its customers 'mileage' and a car without a battery. The case highlights the internationalisation process of Better Place from an international business perspective in order to encourage a discussion and debate about how Better Place can make their grand vision a reality in the future by overcoming the obstacles that historically have been challenging the rise of the EV industry. The case includes a historical background of the EV industry by using Denmark as an example due to Denmark’s favourable drivers of making it a test market for proving the concept of a suitable business model and concept for the future global EV industry.