Abstract
The entry and growth of Tesla Motors has produced enormous change in the automotive industry. What lessons can alternative energy start-ups learn when considering entry into an established industry? Reviewing the innovation management literature, we examine the emergence of Tesla Motors and analyse its commercialization of electric vehicles through an in-depth case-study. Drawing on both primary and secondary data we construct a performance trajectory depicting Tesla's entry into the automotive market and demonstrate that Tesla Motors has not followed a disruptive innovation strategy. Instead, Tesla's commercialization strategy is explained through the lens of Architectural Innovation and the Attacker's Advantage. Implications are provided for new entrants.
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