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Case Code: ITSY104
Case Length: 17 Pages
Period: 2016-2020
Pub Date: 2020
Teaching Note: Available
Price:Rs.400
Organization : Tesla, Inc.
Industry :Electric Vehicles
Countries : US, Europe, China
Themes: Automation/Systems Design/Production Systems/Manufacturing Strategy/Organizational Crisis/Strategic ChangeDigital Campaigns/
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Automation at Tesla

 
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BACKGROUND NOTE

 
Tesla was founded in 2003 by two Silicon Valley engineers, Martin Eberhard and Marc Tarpenning, with the mission of accelerating the development of the sustainable transport industry by bringing high performance green cars to the market. They named the company after famous Serbian American engineer Nikola Tesla. In February 2004, when Tesla raised US$7.5 million in a Series A round of funding, Musk, a serial entrepreneur, contributed US$6.3 million and became the controlling investor. Post the funding, Musk joined Tesla’s board as its Chairman and took on operational roles as well. In October 2008, he took over the reins of the company as CEO...
 
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