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Product cover image for Ballard Power Systems in 2024: What Is Next?

Ballard Power Systems in 2024: What Is Next?

Jing Li, Daniel Shapiro

Product #:W34209
Supplier:Ivey/Beedie
Discipline:International Business, Strategy
Setting:Canada, Germany, United States, China, 2022
Details:Case (PDF) • 21 pages • 2024-02-13

Subjects:

Business managementInternational businessStrategy

Industries:

Fabrication and manufacturing

Geography:

North AmericaEuropeAsiaCanadaGermanyUnited StatesChina
Your Price:$10.54

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Ballard Power Systems Inc. (Ballard) was a pioneer and world leader in hydrogen fuel cell power system development and commercialization, employing over 1,100 employees worldwide, with operations in China, Europe, and North America. However, despite its strong revenue growth, Ballard had failed to report positive operating income since 1993. At the end of 2022, a new round of government support for green technologies had the potential to change things for Ballard. The company now faced the question of whether to expand its operations in China, previously its major market, or shift its focus more toward North America and Europe. Factors to consider included geopolitical tensions and government funding. What steps should Ballard take next?

Learning Objectives

The case is suitable for graduate, executive, and advanced undergraduate-level courses dealing with climate change, energy transition, geopolitics, and international strategy. Students will have the opportunity to do the following:

  • Analyze the main strategic challenges and opportunities in the global market for small- to medium-sized cleantech companies like Ballard.
  • Examine the possible location strategies for a firm like Ballard in a world where energy transition and hydrogen promotion were priorities for many countries.
  • Understand the increased importance of geopolitics and its impact on corporations that planned to conduct businesses in countries that had geopolitical tensions with each other.
  • Understand the potential role of hydrogen-based technologies in supporting the energy transition.
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Case Study: Ballard Power Systems in 2024: What Is Next? (English version) | Ivey Publishing