This study examines the topic of open innovation in EVs. Initially a brief description of the concept of innovation and open innovation is carried out. Moreover, the three processes of open innovation are deployed while the coupled process is described in more detail. Furthermore, a short description is also given for corporate entrepreneurship, alliances, and the U.S. government policy. Also, this report considers Tesla Motors’ partnerships as a case study and it aims to give an insight of how the coupled process of open innovation is. Concluding, Tesla Motors follows the coupled innovation process by establishing strategic partnerships.

Afterwards the last 'Great Depression' of the years 2008-2009, and the deepening of the Euro-zone crisis more and more ideas evolve around the limited capacities of our development. Sustainable development as an approach to social, economic, and institutional realities is flourishing amongst the scholars. The master thesis investigates the paradigm called Green Marketing with its possibilities as well as the criticism, green consumer market, green segmentation, and green marketing strategies. In order to further elaborate on the application of Green Marketing theories, this research paper will focus on the automotive industry. Mobility as it is nowadays, presents an objective to reduce the CO2 emissions, and is already regulated by policies in tact. Electric vehicle as a green product of a very advanced technology needs a creative approach to marketing. The subsequent part of this paper will introduce the specificity of the Tesla Motors electric vehicle and how it influences consumer needs, wants, and perceptions by citing exciting findings within this field. It investigates how can electric vehicle compete with conventional mobility culture to successfully enter new markets.