Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • March 2020 (Revised January 2022)
  • Case
  • HBS Case Collection

Michelin: Building a Digital Service Platform

By: Sunil Gupta and Christian Godwin
  • Format:Print
  • | Language:English
  • | Pages:14
ShareBar

Abstract

Michelin, a tire company with over a century of experience, attempts to develop a digital service platform for its fleet and dealer customers. The case focuses on the challenges of bringing a large, well-established company into the digital age. 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; Digital Platforms; Internet and the Web; 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. (Revised January 2022.)
  • Educators

About The Author

Sunil Gupta

Marketing
→More Publications

Related Work

    • May 2021
    • Faculty Research

    Michelin: Building a Digital Service Platform

    By: Sunil Gupta
    • March 2020 (Revised January 2022)
    • Faculty Research

    Michelin: Building a Digital Service Platform

    By: Sunil Gupta and Christian Godwin
Related Work
  • Michelin: Building a Digital Service Platform By: Sunil Gupta
  • Michelin: Building a Digital Service Platform By: Sunil Gupta and Christian Godwin
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College