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  • March 2020
  • Case
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Michelin: Building a Digital Service Platform

By: Sunil Gupta and Christian Godwin
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Concerned about the slow growth in the tire market, Florent Menegaux, Michelin’s CEO, set out to redefine the company as a mobility company. As part of this growth strategy, Michelin started offering a host of services such as fleet management and tire-as-a-service. In January 2020, Ralph Dimenna, Global President of its Service and Solutions group, launched its latest initiative called Digital Service Platform, a cloud-based system that connected Michelin with its fleet customers and dealers. However, the program was facing resistance in the market and he wondered what he could do to accelerate its acceptance.

Keywords

Change; Transformation; Customer Focus And Relationships; Decision Making; Leading Change; Growth And Development; Strategy; Technology Platform; Auto Industry; Travel Industry; Transportation Industry; United States; France

Citation

Gupta, Sunil, and Christian Godwin. "Michelin: Building a Digital Service Platform." Harvard Business School Case 520-061, March 2020.
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About The Author

Sunil Gupta

Marketing
→More Publications

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  • Digital Marketing at HBS Online Teaching Note By: Sunil Gupta and Rajiv Lal
  • Digital Marketing at HBS Online Teaching Note Supplement By: Sunil Gupta and Rajiv Lal
  • Threadless: The Renewal of an Online Community By: Shane Greenstein, Karim Lakhani and Christian Godwin
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