2.
Shaping an Opportunity
Cesar managed the service department of a large car dealership. With five years on the job as manager and many more as a mechanic, Cesar understood the economics of the auto service business, and he saw what might be an opportunity.
“We’re starting to sell more electric cars,” he told his sister at a family gathering. “The national organization estimates that electrics will account for 10 percent of our unit sales five years from now. And two other automakers are moving into electrics. I think that these plug-in vehicles will define the automobile market in the coming years.”
“How’s that going to affect your service department?” ...
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