Innovation Case Study: The Innovation Process Of Google Driverless Cars

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Innovation Case Study
WS 2015/2016
Module “Elective Subjects”
Course “Innovation Management” Dr Oliver Serfling


If you ask someone about inventions in the automobile sector or simply about the future of cars, probably you will hear a story about electric and hybrid cars. Nevertheless, there is one another branch the attention should be drawn to. Nowadays the previously incredible concept of self-driving cars are implemented in life by Google. In Mountain View, California and Austin, Texas people can already see driverless cars on the streets. How is it possible and is it going to spread all over
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Autumn 2015 was the time of testing prototypes. Google demonstrated that their product works as it was expected and does it successfully. The purpose of these tests is to find out how car behaves in real world and how people react on it. After this process Google can integrate all systems in car better, identify and eliminate possible risks and improve characteristics in general. This is exactly the current stage Google’s innovation process in this project. Google will do some more tests and in the next years produce first units. For sure some steps related to the design, market evaluation and production engineering stages are made. Definitely in building of prototype were used materials and sensors that is relevant for the final version, otherwise Google will not present a car in a couple of years as it promised. Something will be changed but car must be safe and meet requirements, so the main materials should be the same. Pilot testing and full-scale market launch is …show more content…
The Technology S-curve theory can be applied because traditional cars are still on the roads while the next generation technology is almost here and promise rapid performance. Nevertheless, if people will change all traditional cars on self-driving ones they appear, the theory of Punctuated equilibrium is more relevant. New technology will immediately replace the old one and then only incremental changes in period of adoption process will be applied. What we can definitely say is that driverless car is a radical innovation, not incremental, and it cannot be explained by Dominant design theory. But this theory can be applied in future as the competition in this sphere high and possible Google want to make best propositions to customers and have the highest share of the market. It will not be easy because car industry is new for the company but definitely Google can be the best in

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