Innovation Failure: Losing Sight of the Big Picture

Innovation Failure: Losing Sight of the Big Picture

  • Case
  • Teaching Notes
Abstract

The case of PSA Peugeot Citroën’s electric passenger car is an example of an innovation perceived as a failure because of its disappointing sales volume. Yet, by limiting our assessment of the electric passenger car to a short-term perspective, we may miss out on an essential part of its value. As part of a wider innovation process, the electric passenger car project is a significant step for PSA in its expertise regarding electric vehicles.

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