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- April 2023
- Case
Twitter: The Freedom to Speak Freely and Be Heard
By: Randolph B. Cohen, Carin-Isabel Knoop and Mel Martin
In April 2022, serial entrepreneur Elon Musk announced that he would be interested in purchasing the social media site Twitter for $44 billion. With more than 100 million twitter followers, Musk had historically leveraged the site to engage with the customers of his...
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- January 2023 (Revised May 2023)
- Case
Elon Musk at Tesla
By: George Serafeim and Amram Migdal
This case gives an overview of Elon Musk’s career arc through the lens of the 2003 founding of Tesla and its growth through 2022. Background information is included on Tesla’s unique strategic decisions, its operational and reputational struggles and successes, and the...
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Keywords:
Business Ventures;
Decision Making;
Design;
Energy;
Renewable Energy;
Engineering;
Entrepreneurship;
Environmental Management;
Climate Change;
Environmental Sustainability;
Green Technology;
Values and Beliefs;
Governance;
Innovation and Invention;
Innovation Leadership;
Innovation Strategy;
Leadership;
Leadership Style;
Management;
Goals and Objectives;
Organizations;
Mission and Purpose;
Society;
Social Issues;
Strategy;
Transportation;
Value;
Auto Industry;
Transportation Industry
- March 2022 (Revised May 2022)
- Case
Doubling Down: Elon Musk's Big Bets in 2022
By: David Yoffie and Daniel Fisher
2021 was a banner year for Elon Musk. CEO of the electric vehicle manufacturer Tesla, the aerospace manufacturer SpaceX, and a few smaller startups, Musk became the richest person on Earth after Tesla reached a market capitalization of $1 trillion and SpaceX a private...
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Keywords:
Innovation and Management;
Competitive Advantage;
Competitive Strategy;
Information Infrastructure;
Applications and Software;
Transportation;
Strategic Planning;
Leadership Style;
Leading Change;
Goals and Objectives;
Aerospace Industry;
Auto Industry;
Battery Industry;
United States;
Europe;
China
Yoffie, David, and Daniel Fisher. "Doubling Down: Elon Musk's Big Bets in 2022." Harvard Business School Case 722-439, March 2022. (Revised May 2022.)
- December 2021 (Revised February 2022)
- Teaching Note
Accounting for Bitcoin at Tesla
- September 2021
- Case
Tesla Motors in 2021: Competition Revs Up
By: Eric J. Van den Steen, Ramon Casadesus-Masanell and Karen Elterman
Over its 17 years in existence, Tesla had redefined people’s view of electric cars, and in 2020, the company saw its stock rise by more than 700% to became the most valuable carmaker in the world. In December 2020, Tesla celebrated its fifth consecutive quarter of...
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Keywords:
Barrier To Entry;
Competitive Advantage;
Innovation;
Tesla;
Automotive Industry;
Sustainable Competitive Advantage;
Values;
Vision;
Learning By Doing;
Economies Of Scale;
Electric Vehicle;
Scenario Planning;
Batteries;
Competitive Strategy;
Product Positioning;
Profit;
Competition;
Industry Growth;
Auto Industry
Van den Steen, Eric J., Ramon Casadesus-Masanell, and Karen Elterman. "Tesla Motors in 2021: Competition Revs Up." Harvard Business School Case 722-375, September 2021.
- September 2021 (Revised October 2021)
- Case
Tesla's Uncertain Fate as EV Race Accelerates
By: David Collis and Haisley Wert
By September 2021, Tesla had a staggering market cap of $755 billion. As the leader of the automobile industry, Tesla’s worth surpassed that of the six largest runner-ups combined, including Toyota, Volkswagen, BYD, Daimler, Great Wall Motors, and General Motors. As...
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Keywords:
Electric Vehicles;
Strategy;
Corporate Strategy;
Valuation;
Competitive Advantage;
Value Creation;
Auto Industry
Collis, David, and Haisley Wert. "Tesla's Uncertain Fate as EV Race Accelerates." Harvard Business School Case 722-368, September 2021. (Revised October 2021.)
- May 2021 (Revised September 2021)
- Case
Accounting for Bitcoin at Tesla
By: Charles C.Y. Wang and Siyu Zhang
On February 8, 2021, Tesla revealed, through its 10-K filing to the Securities and Exchange Commission (SEC), that it had purchased $1.5 billion of Bitcoin, totaling 7.5% of the company’s cash, and that it planned to accept payments in the cryptocurrency soon. These...
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Keywords:
Bitcoin;
Accounting;
Currency;
Communication Intention and Meaning;
Strategy;
Investment Portfolio;
Emerging Markets;
Risk and Uncertainty;
Value Creation
Wang, Charles C.Y., and Siyu Zhang. "Accounting for Bitcoin at Tesla." Harvard Business School Case 121-074, May 2021. (Revised September 2021.)
- July 2020 (Revised September 2020)
- Exercise
Accounting for Liabilities at Tesla
By: Paul Healy and Marshal Herrmann
Healy, Paul, and Marshal Herrmann. "Accounting for Liabilities at Tesla." Harvard Business School Exercise 121-010, July 2020. (Revised September 2020.)
- July 2020 (Revised November 2020)
- Exercise
Accounting for Assets at Tesla
By: Paul M. Healy and Marshal Herrmann
Healy, Paul M., and Marshal Herrmann. "Accounting for Assets at Tesla." Harvard Business School Exercise 121-009, July 2020. (Revised November 2020.)
- February 28, 2020
- Article
How Tesla Sets Itself Apart
By: Lou Shipley
Tesla and its flamboyant, and sometimes erratic, innovator Elon Musk have turned the more than a century old industry upside down in a mere 16 years. Traditional automakers are ill prepared to compete in today’s software-centered world. Unlike nimble Tesla, they are...
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Keywords:
Strategy;
Information Technology;
Transportation;
Business Model;
Technological Innovation;
Disruption;
Auto Industry
Shipley, Lou. "How Tesla Sets Itself Apart." Harvard Business Review Digital Articles (February 28, 2020).
- June 6, 2019
- Article
Tesla's Advantage? 'It's the Software, Stupid.'
By: Lou Shipley
Without question, entrepreneur, innovator and engineer Elon Musk is a controversial figure, but there is no disputing that his first-to-market Tesla electric vehicles are not only revolutionizing the high-end driving experience, but also disrupting the automobile...
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Keywords:
Tesla;
Elon Musk;
Autonomous Vehicle;
Transportation;
Software;
Technology;
Disruption;
Auto Industry
Shipley, Lou. "Tesla's Advantage? 'It's the Software, Stupid.'." The Hill (June 6, 2019).
- May 2019
- Case
Elon Musk's Big Bets Update, 2019
By: David B. Yoffie and Daniel Fisher
This short case provides an update to Elon Musk's strategy and tactical moves with Tesla, Solar City, and SpaceX from 2016-2019.
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Keywords:
Electric Vehicles;
Batteries;
Solar Power;
Execution;
Space Flight;
Tesla;
SolarCity;
SpaceX;
Elon Musk;
Information Technology;
Risk and Uncertainty;
Expansion;
Renewable Energy;
Strategy;
Investment;
Manufacturing Industry;
Green Technology Industry;
Auto Industry;
Aerospace Industry;
Battery Industry
Yoffie, David B., and Daniel Fisher. "Elon Musk's Big Bets Update, 2019." Harvard Business School Case 719-512, May 2019.
- November 2018 (Revised January 2020)
- Case
Tesla, Inc. in 2018
By: Siko Sikochi, Suraj Srinivasan and Quinn Pitcher
On August 7, 2018 Elon Musk, Chairman and CEO of Tesla tweeted that he was considering taking Tesla private and had secured funding. Weeks went by without details about a deal and speculation grew that Musk had misled investors. He soon abandoned the idea, but the...
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Keywords:
Disclosure Regulation;
Board Independence;
Corporate Governance;
Business and Shareholder Relations;
Governing and Advisory Boards
Sikochi, Siko, Suraj Srinivasan, and Quinn Pitcher. "Tesla, Inc. in 2018." Harvard Business School Case 119-013, November 2018. (Revised January 2020.)
- Editorial
Elon Musk's Unusual Compensation Plan Isn't Really About Compensation at All
By: George Serafeim
Earlier this year, Tesla shareholders approved likely the largest compensation package ever awarded to a CEO—for a CEO who clearly doesn’t need the money. Elon Musk is already incredibly rich and also doesn’t seem particularly motivated by further wealth. So why do it?...
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Keywords:
Tesla;
Elon Musk;
Innovation;
Investor Communication;
Investor Relations;
Short-termism;
Long-termism;
Disruption;
Executive Compensation;
Business and Shareholder Relations;
Communication Intention and Meaning;
Mission and Purpose
Serafeim, George. "Elon Musk's Unusual Compensation Plan Isn't Really About Compensation at All." Harvard Business Review (website) (May 1, 2018).
- April 2018 (Revised June 2020)
- Case
Tesla's CEO Compensation Plan
By: Krishna G. Palepu and Sarah Mehta
Tesla’s board of directors proposed an unusual compensation plan for the company’s CEO Elon Musk. The plan payouts were entirely contingent on achieving very ambitious market value, sales, and EBIT targets over the next ten years. If all the targets were achieved,...
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Keywords:
CEO Compensation;
Compensation Committee;
Corporate Governance;
Executive Compensation;
Governing and Advisory Boards;
Business and Shareholder Relations;
Auto Industry;
United States
Palepu, Krishna G., and Sarah Mehta. "Tesla's CEO Compensation Plan." Harvard Business School Case 118-085, April 2018. (Revised June 2020.)
- April 2018 (Revised March 2019)
- Case
Tesla-SolarCity
By: E. Scott Mayfield and Emil N. Siriwardane
On June 21, 2016, Tesla Motors, Inc. announced its offer to acquire SolarCity, bringing CEO Elon Musk one step closer to completing his goal of moving the world from a hydrocarbon-based economy to a solar-electric one. Markets and analysts were mixed in their reaction...
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Keywords:
Tesla;
SolarCity;
Solar Power;
Mergers and Acquisitions;
Renewable Energy;
Goals and Objectives;
Finance
Mayfield, E. Scott, and Emil N. Siriwardane. "Tesla-SolarCity." Harvard Business School Case 218-108, April 2018. (Revised March 2019.)
- February 2018
- Teaching Plan
Tesla in 2015
By: Lynda M. Applegate, Olivia Hull and Sarah Mehta
Teaching Note for HBS No. 817-081.
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Keywords:
Electric Vehicle;
Internal Combustion Vehicle;
Battery;
Product Distribution;
Platform Disruption;
Vertical Integration;
Patents;
Disruption;
Innovation and Invention;
Disruptive Innovation;
Innovation Leadership;
Innovation Strategy;
Technological Innovation;
Energy;
Entrepreneurship;
Leading Change;
Product Marketing;
Information Technology;
Digital Platforms;
Transportation;
Auto Industry;
Energy Industry;
Green Technology Industry;
Manufacturing Industry;
Technology Industry;
Transportation Industry;
California
- December 2017 (Revised June 2021)
- Case
Tesla's Bid for SolarCity (A)
By: Charles C.Y. Wang and Raaj Zutshi
In October 2016, Tesla asked its shareholders to ratify their $2.4 billion bid for SolarCity. Tesla had announced a series of large projects in the preceding months including the unveiling of the Model 3, the new Solar Roof, and pushing forward the opening of the...
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Wang, Charles C.Y., and Raaj Zutshi. "Tesla's Bid for SolarCity (A)." Harvard Business School Case 118-044, December 2017. (Revised June 2021.)
- December 2017 (Revised November 2018)
- Case
Tesla: Merging with SolarCity
By: Stuart C. Gilson and Sarah L. Abbott
In 2016, electric car manufacturer Tesla announced that it was making an offer to acquire solar panel manufacturer SolarCity in an all-stock offer worth $2.6 billion in Tesla stock. Tesla’s co-founder and CEO, Elon Musk, believed that the merger would generate...
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Keywords:
M&A;
M&A Valuation;
Investing;
Equities;
Equity;
Valuation;
Mergers and Acquisitions;
Auto Industry;
Energy Industry;
United States
Gilson, Stuart C., and Sarah L. Abbott. "Tesla: Merging with SolarCity." Harvard Business School Case 218-038, December 2017. (Revised November 2018.)
- December 2017 (Revised November 2018)
- Case
Tesla: Financing Growth
By: Stuart C. Gilson and Sarah L. Abbott
The case analyzes the equity market value of Tesla Motors, the electric car company founded and led by Elon Musk. Wall Street analysts are wildly divided on the future growth prospects for this company, and analysts’ one year share price targets range from $160 to...
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Keywords:
Valuation Methodologies;
Investing;
Equities;
Public Equity;
Finance;
Valuation;
Equity;
Auto Industry;
Energy Industry;
United States
Gilson, Stuart C., and Sarah L. Abbott. "Tesla: Financing Growth." Harvard Business School Case 218-033, December 2017. (Revised November 2018.)