Although Mary Barra, chief executive officer (CEO) of General Motors Company (GM), had faced her fair share of challenges while leading GM, Tesla Inc. (Tesla) posed a tougher competitive challenge than anything that had come before. Despite groundbreaking progress with electric vehicles (EVs), autonomous driving, and sustainable development, GM was now living in the shadow of Tesla, which, to some extent, had leapfrogged industry incumbents to become the most valuable car manufacturer in the United States. Further, major EV developments from old rivals from Detroit, Europe, and Asia, as well as blooming EV start-ups—some backed by technology giants—only compounded Barra’s worries. GM had achieved significant success in adapting to the coming age of EVs, but it also faced a number of questions: Was GM’s current strategy sufficient to sustain the company’s success? What technologies, capabilities, or products would be needed for GM to thrive in the new era of global mobility?
通用汽车：玛丽·巴拉在电动汽车时代的领导力 General Motors: Mary Barra’s Leadership in the Electric Vehicle Era (Simplified Chinese version)
Ning Su, Areeb Athar
Product #:W34059
Supplier:Ivey
Discipline:Strategy, Sustainability
Setting:2022
Industries:
Your Price:$10.54
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Learning Objectives
- 确认全球汽车行业的关键成功因素。
- 探索行业现有企业如何应对颠覆性创新。
- 了解如何进行竞争分析以及优势、劣势、机会和威胁分析。
- 了解改变公司核心技术与业务其他方面（包括战略、财务和运营）相协调的重要性。
- 研究如何系统地将可持续发展纳入公司战略。
This case can be used in undergraduate- and graduate-level courses in strategy, information systems, international business, and sustainability. By working through the case and assignment questions, students will have the opportunity to do the following:
- Identify key success factors in the global automotive industry.
- Explore how industry incumbents can respond to disruptive innovation.
- Learn how to perform competitive analysis and a strengths, weaknesses, opportunities, and threats analysis.
- Understand the importance of changing a company’s core technology in concert with other aspects of business, including strategy, finance, and operations.
- Examine how to systematically incorporate sustainability into a company’s strategy.