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E-Business And The Company Strategy: The Case Of The Celta At Gm Brazil

In: Challenges In The Management Of New Technologies

Author

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  • Sílvia Novaes Zilber

    (FEI University, Brazil)

Abstract

The 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.

Suggested Citation

  • Sílvia Novaes Zilber, 2007. "E-Business And The Company Strategy: The Case Of The Celta At Gm Brazil," World Scientific Book Chapters, in: Marianne Hörlesberger & Mohamed El-Nawawi & Tarek Khalil (ed.), Challenges In The Management Of New Technologies, chapter 12, pages 163-180, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812770318_0012
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