Bridging the Gap of Uncertainty: A Fragmentary Case Study of Toyota’s Prius

  • Enno Berndt
  • André Metzner


Hybrids do not have it easy: depreciatingly described as “neither fish nor flesh” they lack both flair and confidence to become a future success. Classical business strategy; i.e. profit maximisation and rational planning theory (Whittington 1994), labels hybrids as “lazy compromises”. This school of thought distances itself from an “all-in-one” strategy by clearly defining operational objectives, limiting workable options, and finally selecting optimal variations (Beinhocker 1999). The main feature is the innovation’s confrontation with risk: the entrepreneur, strategically aware, attempts to redesign the present in a goal-oriented, direct and fundamental way. Driven by a vision of leveraging the competitive balance in his favour, and of asserting himself against the stagnation of risk minimisation, he is oblivious to the costs arising from the destruction of mature competencies, resources and structures. His credo is one of strategic change. Therefore, a hybrid concept is deemed to be problematic; or the sub-optimal outcome of wavering, responsibility denial, blocking and wastefulness. In short: a non-strategic pseudo-business led by non-entrepreneurs.


Electric Vehicle Serial Production Hybrid Vehicle Disruptive Innovation Market Launch 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer-Verlag Berlin Heidelberg 2001

Authors and Affiliations

  • Enno Berndt
  • André Metzner

There are no affiliations available

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