's best friend. They are first of all, the measure of success. They are increasingly a critical tool for almost every kind of analysis and planning. However, let it be said that quantitative analysis is only as good as the data supporting the analysis. Ballard Power Systems, Inc. was founded in 1979 under the name Ballard Research Inc. to conduct research and development in high-energy lithium batteries. In 1983, Ballard began developing proton exchange membrane (PEM) fuel cells. According to Ballard (2001), the company utilized quantitative analysis procedures to project out their long-term goals. The problem defined was: how to commercialize the fuel cell successfully? The possible alternatives were: (1) market the product on their own, and (2) find strategic partners who would integrate this key component into competitive products. The cost or impact on alternative number (1)
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