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Customers--who became Zipcar members by paying an annual fee--could rent by the hour or the day and make all the arrangements online, without having to deal with rental counters and agency personnel. It had been founded, in 1999, by two women who strongly believed in car-sharing as a way to help protect the environment, and its employees tended to be true believers as well.
When Zipcar's board first contacted Griffith two months earlier, at the beginning of 2003, he was uncertain. "The key question I worried about was how big this could be," he says. "Was it a small niche, a one-hit wonder in Cambridge, Mass...
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