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BYD: Blockchain-Enabled Green Ecosystem

Jiayuan Han; Hubert Pun; Wenbin Wang; Hang Wei; Ziheng Zhou

Product #:9B20M144_P
Supplier:Ivey
Discipline:General Management, International Business, Sustainability
Setting:China, 2018
Details:Case (PDF) • 13 pages • 2020-08-10

Subjects:

BlockchainTechnology and analyticsBusiness managementLeadership and managing peopleInternational businessManagement

Industries:

Transportation and distribution

Geography:

AsiaChina
Your Price:$9.71

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In October 2019, BYD Company Limited (BYD), a leading Chinese company in the new energy vehicle industry, was pursuing the goal of building a business ecosystem. The firm and its partners jointly launched a blockchain-enabled green ecosystem that delivered new value to customers by issuing carbon points to users who had made efforts to reduce their daily carbon emissions. Users could spend carbon points at partner merchants and get rewards. Blockchain, as the core infrastructure of the project, provided an ideal environment to cultivate a healthy and efficient business ecosystem that benefitted all stakeholders, including the firms, its users, and the environment. With the program still in its early stages, how could BYD and its partners further utilize the green ecosystem’s potential to achieve greater economic and environmental value?

Learning Objectives

This case is suitable for undergraduate- and graduate-level courses on strategy, marketing management, and operations management, especially those focused on innovation and disruptive technology. After working through the case and assignment questions, students will be able to do the following:
  • Describe the new energy vehicle industry.
  • Identify the advantages and challenges of business ecosystems.
  • Outline the key features of blockchain and smart contracts.
  • Explain how disruptive technology can be implemented within an ecosystem.
  • Explain how blockchain can help address challenges in a business ecosystem.
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    Case Study: BYD: Blockchain-Enabled Green Ecosystem | Ivey Publishing