E-BUSINESS AND THE COMPANY STRATEGY: THE CASE OF THE CELTA AT GM BRAZIL

Sílvia Novaes Zilber
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Sílvia Novaes Zilber: FEI University, Brazil

Chapter 12 in Challenges in the Management of New Technologies, 2007, pp 163-180 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe Internet provides a global network infrastructure that is shifting business models, strategies and processes. Many authors reflect on the importance of incorporating e-business into the firm's global strategy. This paper deals with these issues in discussing the introduction of e-business activities by General Motors Brazil, specifically in connection with the launch of the Celta, an entry-level car designed to be sold on the Internet. A key to successful Internet strategies is the leadership shown by senior management. Technological demands may also conflict with the successful implementation of e-business initiatives, requiring greater interaction between the CEO and CIO. The importance of integration between employees on the business side and in information technology (IT) is highlighted in the context of GM Brazil's strategic objective to increase its market share for lower-price cars.

Keywords: Management of Technology; Innovation Process; Knowledge Management; Cross-Border Collaboration; Interdisciplinary Collaboration; Indicators for Measuring Innovation; Business in High-Tech Industry; Sustainability; Social Aspects of Technology Management (search for similar items in EconPapers)
Date: 2007
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