THE USE OF A BUSINESS MODEL FOR THE IMPLANTATION OF E-BUSINESS IN THE CAR INDUSTRY

Abstract

In the contemporary context of globalization, the Internet is a means through which companies can broaden their market and improve their links with consumers, with the result that many companies that previously only worked in the “physical” field, now use Internet to do business. The aim of this study is to examine whether these companies have used any type of business model in order to implant their electronic activity. An exploratory survey was made of three case studies in the car industry: the Ford Motor Company of Brasil, Daimler-Chrysler of Brasil and General Motors of Brasil. The results show that Daimler-Chrysler used the same business model as their headquarters did, which sees e-business as a chain value connector of the company. Ford of Brasil did not use any particular business model as the e-business activities were generated from the huge investment of capital in this branch by the headquarters. Finally, General Motors of Brasil used a business model directed toward BC2 activities (direct to the consumer), incorporating the use of well-defined measurements for the evaluation of the achieved results and the use of the Information Technology infrastructure of the company as a fundamental factor for the success of the e-business.