The adoption of e-business from a strategic perspective: The case of the Celta at General Motors Brazil

Publication Type:

Journal Article


International Journal of Automotive Technology and Management, Volume 5, Number 4, p.411-429 (2005)



An historical examination of e-business strategy shows that many organisations have formulated excellent conceptual strategies for e-business but failed to deliver sound execution. 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 the CIO. Many authors also 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 launching of the Celta, an entry-level car designed for sale on the internet. This is the first such case in the world. The importance of integration between employees in the business area and those in information technology (IT) is highlighted in the context of GM Brazil's strategic objective of growing in the market for lower-priced cars. Copyright © 2005 Inderscience Enterprises Ltd.

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