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Berkeley Haas Case Series

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Disruption in Detroit: Ford, Silicon Valley, and Beyond (A)
Gundling, Ernest
Publication date: 7/15/2016, pages 1-21

The (A) case focuses on the Ford Motor Company and how then-CEO, Mark Fields, should best respond to emerging disruptive technologies like electric vehicles and connectivity autonomous vehicles. After a successful financial turnaround during the 2008-09 recession, Ford must decide how much to invest in emerging technologies facing competitors like Tesla and LeEco. The (B) case provides an update following the dismissal of Fields and the appointment of former Steelcase CEO and Ford Smart Mobility (FSM) chair Jim Hackett as his successor. Faced with a drop of 37 percent in stock price, Hackett lays five themes to turnaround the company.
 


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