Published November 2002:
The Business of Fuel Cells - Decision Support for the Executive
Sources
Acknowledgements Endorsements
Fuel Cells are news worthy. But what do they mean to my business?When a new technology appears the first inclination of business people in power is that the new thing is inferior to the entrenched way of doing things. But sometimes the new thing passes by the status quo leaving the present business people in a state of “oops!” Just think about what automobiles did to the buggy business. Historically, it can be seen that recovery from an “oops” experience in business is difficult and expensive. Most companies never recover from an “oops.”
This report on “Fuel Cell Systems” is meant to provide the business leader with information that makes an “oops” assessment easier. It allows an existing business to measure where opportunity might lie. It gives the entrepreneur ideas regarding new business opportunities. It concentrates on a measure of the probability of fuel cell business growth and the rate it may progress. It gives a fiscal picture of the present state of the fuel cell business.
It is not a technical treatise. A brief technical overview sets the stage for a business discussion.
Too often a new technology is measured in terms of its application to the solution of existing problems and their traditional solutions. The real measure of a new technology lies in its application in a way unavailable to existing technology. That leads to new markets, new businesses, and new ways to exceed customers’ expectations.
This book will help you map the journey to exceeding your customers’ expectations with the consequence of increasing your shareholders’ value in a period of rapid technological change and opportunity.
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