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  • February 2010 (Revised September 2011)
  • Case
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Local Motors: Designed by the Crowd, Built by the Customer

By: Michael I. Norton and Jeremy Dann
  • Format:Print
  • | Pages:21
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Abstract

In the wake of the meltdown among U.S. 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

Business Startups; Customer Focus and Relationships; Collaborative Innovation and Invention; Product Design; Product Development; Creativity; Social and Collaborative Networks; Customization and Personalization; Auto Industry; Manufacturing Industry; United States

Citation

Norton, Michael I., and Jeremy Dann. "Local Motors: Designed by the Crowd, Built by the Customer." Harvard Business School Case 510-062, February 2010. (Revised September 2011.)
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

Related Work

    • March 2013
    • Faculty Research

    Local Motors: Designed by the Crowd, Built by the Customer (TN)

    By: Michael Norton
Related Work
  • Local Motors: Designed by the Crowd, Built by the Customer (TN) By: Michael Norton
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