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Ather Energy’s Trial by Fire on its Electric Vehicle Startup Journey in India (Record no. 130343)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01972nam a2200181 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241119b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Thomason Rajan |
| 245 ## - TITLE STATEMENT | |
| Title | Ather Energy’s Trial by Fire on its Electric Vehicle Startup Journey in India |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P 29-43 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | Tarun Mehta and Swapnil Jain, two IIT Madras graduates, launched Ather Energy Private Limited in 2013. The founders thoroughly analyzed the EV industry and tried to ascertain whether they could produce battery packs specifically for the EV market. Since battery connectors were essential to a car’s operation, Ather’s team created tiny, portable charging connectors and was granted a patent. Because charging outlets were hard to come by and long-distance travel caused anxiety for customers, the company opted to concentrate on long-range battery life. Ather had to move quickly as rivals began to join the market with less expensive imports. Battery pack fire accidents exacerbated the issue. The case examined Ather’s team’s efforts to create and sell an electric car from the ground up, leveraging their retail background to increase sales despite several obstacles.<br/><br/>Practical Implications : The case discussed the three main strategic decisions that startups must make: whether to “build versus buy” while maintaining quality, whether to focus on the customer experience as the best form of retail, and whether to focus on customers for the rest of their lives to foster loyalty and steady revenue streams.<br/><br/>Originality : A fresh viewpoint on Ather’s startup experience, which was not previously explored in research, was addressed in the case study. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="electric vehicles India">electric vehicles India</a> |
| -- | <a href="Ather Energy">Ather Energy</a> |
| -- | <a href="retail experience">retail experience</a> |
| -- | <a href="entrepreneurship">entrepreneurship</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Nikhil J |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80314 |
| Host Itemnumber | 109598 |
| Place, publisher, and date of publication | India Associated Management Consultants |
| Title | Indian Journal of Marketing |
| International Standard Serial Number | 0973 8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
| 773 0# - HOST ITEM ENTRY | |
| -- | JP41 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| -- | ddc |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | SNDT Juhu | SNDT Juhu | 19/11/2024 | JP41.2 | 19/11/2024 | 19/11/2024 | Journal Article |