The Web Strategy development in the automotive sector

Abstract

The Web is a lever at the disposal of management to pursue and implement the business strategy. Especially in recent years, indeed, a transformation is ongoing: the Web, besides being a means of information sharing (internal-external), becomes a powerful tool for saving costs, reduce the distribution structure, initiate distance transactions and ever more becomes a mechanism of integration with the external environment and a catalyst of experiences for all stakeholdes. Starting from the identification of the key elements, potentialities and of the impact of Internet on firms\u2019 performance, competitiveness, effectiveness and efficiency, this chapter is focused on the changes in the automotive sector due to the integration between business strategy and web strategy. Therefore, starting from the consideration of a clear identification and subsequent sharing need of strategic goals, a research work will be presented exploring, on the basis of an interpretative model, the Internet potential in the automotive sector, in order to achieve the identification of an optimal path definition and development of Web Strategy. This objective will be developed in two stages. The first one: a desk analysis focused on the strategic positioning of the current businesses in the automotive sector (complexity evaluation of the presence on Internet, strategic architecture, quality and effectiveness of the presence). The second one: a path definition of optimal development of Web Strategy in automotive sector, using the experience of a best practice such as FIAT (sharing with the corporate managers the paths for preparation, definition and subsequent deployment of Web Strategy, critical aspects in development time, the expectations and needs of people directly or indirectly involved)