Publications
Publications
- January 2014 (Revised March 2015)
- HBS Case Collection
Google Car
By: Karim R. Lakhani, James Weber and Christine Snively
Abstract
By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the technology behind self-driving cars? How could Google's core software-based and search business benefit from self-driving car technology? As large auto manufacturers began to invest in automotive technology themselves, could Google compete? Was this investment of time and resources worth it for Google?
Keywords
Digital Services; Innovation; Technology; Technological Innovation; Internet and the Web; Market Entry and Exit; Transportation; Auto Industry; United States
Citation
Lakhani, Karim R., James Weber, and Christine Snively. "Google Car." Harvard Business School Case 614-022, January 2014. (Revised March 2015.)