Mark Fields, Ford Motor Company's COO, needed to ensure the organization's current business model to build cars and trucks stayed strong, while concurrently browsing the company into the readily expanding sector of private mobility.
Personal mobility required business models and new technologies that were in traditional at Ford, and Fields had to evaluate the original business model colliding together with the new business model. The case focuses on the launching of three mobility experiments (car sharing, parking, and on-deman ride sharing), and ask pupils to determine how Fields should balance these kinds of experiments together with the organization’s conventional operations.
Further, was Ford doing enough in the mobility space, and in that case, was it moving quickly enough? What new sources of revenue could Ford derive from mobility options?
PUBLICATION DATE: April 10, 2014 PRODUCT #: 614018-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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