DrAivers: How does a CEO mitigate the risks of autonomous vehicles?

So, what do I say as the chief executive officer (CEO) of a taxi company when one of the company’s autonomous vehicles causes a deadly accident? Tomorrow is the stakeholder’s meeting to explain the details of the accident, the plan to mitigate DrAiver’s reputation while you maintain the company’s competitive edge as an early adopter of AVs and continue your growth strategy to increase profits. In the meantime, you can’t sleep as you ponder how to deliver this key message to the board members and the public. This case details the risks and benefits of autonomous vehicles (AV) as a strong option within the taxi industry and how a CEO mitigates liability with a moral dilemma. The case encourages discussion of diverse issues and allows students to gain insights that apply to the development of market segment for growth strategies, and technological innovation.