SMART: Global Urban Mobility Solutions

by: Nigel Melville

Publication Date: December 3, 2010
Length: 27 pages
Product ID#: 1-428-964

Core Disciplines: Entrepreneurship & Innovation, Information - Technology & Management, Sustainability

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Teaching Note

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SMART works to develop more efficient, environmentally and socially sustainable transportation systems in cities around the world. Its key approach is the Integrated Hub Network – a network that accesses several transportation modes in one place, while utilizing real-time transportation updates and information kiosks. Students help director Sue Zielinski pitch the Los Angeles project to an investment firm, taking into account the project’s advantages, disadvantages, and ability to address global urban mobility issues.

Teaching Objectives

After reading and discussing the material, students should:

  • Empathize with the frustration and pain felt by urban residents using transportation in cities around the world
  • Assess the business opportunities for SMART's Integrated Mobility Hub, which offers a more efficient and environmentally and socially sustainable transportation system
  • Make a pitch for SMART's Los Angeles Hub project to an investment firm