haku: @journal_id 44 / yhteensä: 247
viite: 44 / 247
| Tekijä: | Vince Barabba |
| Otsikko: | A Multimethod Approach for Creating New Business Models: The General Motors OnStar Project |
| Lehti: | Interfaces
2002 : JAN-FEB, VOL. 32:1, p. 20-34 |
| Asiasana: | MANAGEMENT MODELS CARS PROJECTS |
| Kieli: | eng |
| Tiivistelmä: | The authors developed a multimethod modeling approach to evaluate strategic alternatives for GM's OnStar communications system. The authors used dynamic modeling to address some decisions GM faced in 1997, such as the company's choice between incremental and aggressive marketing strategies for OnStar. The authors used an integrated simulation model for analyzing the new telematics industry, consisting of six sectors: customer acquisition, customer choice, alliances, customer service, financial dynamics, and dealer behavior. The modeling effort had important financial, organizational, and societal results. The OnStar business now has two million subscribers, an 80 percent market share of the emerging telematics market, and has been valued at between $4 and $10 billion. |
SCIMA