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Business & Marketing
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Case Study
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Topic:

The Uncertainty on the Trend Towards Autonomous Vehicles Despite Advancement in the Field

Case Study Instructions:

Autonomous Vehicles Case Prompts
Choose one of the following to consider when writing your paper:
1. What do you think about the trend towards autonomous vehicles (AV)? Is it decisive and irreversible? Why or why not?
2. Choose an industry you understand and explain how autonomous vehicles might impact that industry. Think about a “to-be” new opportunity autonomous vehicles enable and briefly explain your idea using Kim & Mauborgne’s Eliminate-Reduce-Raise-Create Grid.
3. Use autonomous vehicles to discuss the industry evolution, the roles of different players, and the shift of the profit pool.
4. Is autonomous driving technology a blue ocean opportunity? Why or why not?
5. What, if anything, is the difference between technology innovation and value innovation? Explain your answer.

Case Study Sample Content Preview:

Question 1: The Trend Towards Autonomous Vehicles
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Question 1: The Trend Towards Autonomous Vehicles
Technological innovation in every field has had the primary role of improving efficiency. Just as the initial stages of innovation were focused on reducing energy consumption and manufacturing time, automation emphasizes reducing human intervention as much as possible. Automation has the advantage of shielding processes from the errors that emanate from human weaknesses. The concept of autonomous vehicles, on the other hand, faces uncertainty despite the tremendous advancements in the field.
While autonomous vehicles are built to rely primarily on simulation, it is challenging for the systems to be prepared for every possible real-life situation. The invention of autonomous vehicles may be perceived as the ultimate test for artificial intelligence. No computer has ever been declared truly intelligent despite advancements in automation and artificial intelligence. The response to new probabilities is a significant challenge in the programming of autonomous vehicles (Gibbs, 2018). For instance, although traffic laws have specified road crosses, jaywalking is still common. While a human driver will evaluate such an encounter rationally, the autonomous system is likely baffled. In 2018, a self-driving uber taxi was involved in an accident of this nature after hitting a woman crossing a road within an unestablished crossing point. The vehicle sensed the pedestrian but registered it as a false positive because it could barely distinguish between different forms of objects. The woman involved in the collision later succumbed to her injuries marking the first fatality attributed to autonomous vehicles (Gibbs, 2018). Although such events do not seal the future of autonomous vehicles, they deny the concept of the decisiveness that other technological innovations have enjoyed.
The anticipated infrastructure demands may be overwhelming. Professor Reed, a transport consultant, argues that a significant setback in the innovation of the autonomous transport system is its integration into the existing transportation infrastructure (Topham, 2021). The professor claims that despite the hype about autonomous vehicles reaching their peak in this decade, the implementation may require creating a customized transport system. Such a system should entail highways with clearly marked lanes. Moreover, the particular highways should be “limited to motorized vehicles all going in the same direction” (Topham, 2021). The described transport system is barely reproducible in the current cities, yet they register the most transportation needs. Thus, the implementation cost brings doubt to the viability of the project. The essence of artificial intelligence and automation is to create machines that operate as naturally as possible with minimal or no human intervention. An ideal autonomous vehicle should operate alongside the other human-controlled vehicles...
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