Frank T. Rothaermel
Innovation & Entrepreneurship
Tesla Motors, Inc. was founded in 2003 in San Carlos, CA, with the mission “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” By 2015, Tesla is now a public company that faces multiple challenges including scaling-up production, market acceptance, the lack of a clear technology standard, timing and launch of a mass-market vehicle, and increased global competition. Moreover, the competition in the automobile industry is getting more intense as gasoline price have fallen by 50 percent in the United States. CEO Elon Musk must decide how to handle these issues to keep Tesla successful.