Publications
Publications
- March 2025
- HBS Case Collection
Hurtigruten: Sea Zero
By: Christian Kaps and Michael W. Toffel
Abstract
Hurtigruten was deciding whether the next ship they built should be fully electric. But such a vessel's battery, the size of electric cars, needed to be charged on the ship's multi-day voyage along the Norwegian coast. Before making such a $250 million investment, the company needed to understand where en route it needed charging infrastructure and how it could access sufficient power at ports. These considerations had to be balanced against the uncertainty around the government's emissions targets for Hurtigruten's fleet, and customers' desire for sustainable tourism.
Keywords
Energy Sources; Alternative Energy; Renewable Energy; Climate Change; Ship Transportation; Environmental Regulation; Environmental Sustainability; Innovation and Management; Green Technology; Investment; Corporate Social Responsibility and Impact; Shipping Industry; Tourism Industry; Transportation Industry; Travel Industry; Norway; Europe
Citation
Kaps, Christian, and Michael W. Toffel. "Hurtigruten: Sea Zero." Harvard Business School Case 625-100, March 2025.