BYD: BLOCKCHAIN-ENABLED GREEN ECOSYSTEM
CASE STUDY SOLUTION
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SYNOPSIS
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In October 2019, BYD Company Limited (BYD), a leading Chinese company in the new energy vehicle
(NEV) 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
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an ideal environment to cultivate a healthy and efficient business ecosystem that benefitted all stakeholders,
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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
lu
So
The Case Solution Starts From page 3
, ASSIGNMENT QUESTIONS
1. What is the key issue that BYD faces?
2. What is a business ecosystem? Why is it difficult to build and manage one?
3. Identify the five types of participants in BYD’s green ecosystem. What benefits does the ecosystem
offer to each of these participants?
4. What is blockchain? What is a smart contract? How does each help to build an ecosystem?
5. What roles do DNV GL and blockchain play, respectively, in reducing emissions as part of the green
ecosystem? How do they complement each other?
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6. If you were the manager of the green ecosystem, how would you maximize its potential and achieve
greater economic and environmental value?
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ANALYSIS
1. What is the key issue that BYD faces?
In China’s NEV market, government subsidies for this technology are declining and competitors are taking
aggressive action. In order to keep its leading position in the NEV industry, BYD must address two specific
challenges: how to attract new consumers and how to improve customer stickiness and loyalty. To address
these challenges, BYD has been working on improving users’ experience and satisfying customer needs.
However, in terms of focus, most of the company’s previous initiatives have overlapped with those of its
competitors. Therefore, it may be difficult to stand out from the competition and achieve the ultimate goal
.
The Case Solution Starts From page 3
CASE STUDY SOLUTION
e
pl
m
SYNOPSIS
Sa
In October 2019, BYD Company Limited (BYD), a leading Chinese company in the new energy vehicle
(NEV) 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
n
an ideal environment to cultivate a healthy and efficient business ecosystem that benefitted all stakeholders,
tio
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
lu
So
The Case Solution Starts From page 3
, ASSIGNMENT QUESTIONS
1. What is the key issue that BYD faces?
2. What is a business ecosystem? Why is it difficult to build and manage one?
3. Identify the five types of participants in BYD’s green ecosystem. What benefits does the ecosystem
offer to each of these participants?
4. What is blockchain? What is a smart contract? How does each help to build an ecosystem?
5. What roles do DNV GL and blockchain play, respectively, in reducing emissions as part of the green
ecosystem? How do they complement each other?
e
6. If you were the manager of the green ecosystem, how would you maximize its potential and achieve
greater economic and environmental value?
pl
m
Sa
n
tio
lu
So
ANALYSIS
1. What is the key issue that BYD faces?
In China’s NEV market, government subsidies for this technology are declining and competitors are taking
aggressive action. In order to keep its leading position in the NEV industry, BYD must address two specific
challenges: how to attract new consumers and how to improve customer stickiness and loyalty. To address
these challenges, BYD has been working on improving users’ experience and satisfying customer needs.
However, in terms of focus, most of the company’s previous initiatives have overlapped with those of its
competitors. Therefore, it may be difficult to stand out from the competition and achieve the ultimate goal
.
The Case Solution Starts From page 3
