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  • April 2021 (Revised August 2021)
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Borusan CAT: Monetizing Prediction in the Age of AI (A)

By: Navid Mojir and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

Borusan Cat is an international distributor of Caterpillar heavy machines. Esra Durgun (Director of Strategy, Digitization, and Innovation) and Ozgur Gunaydin (CEO) seem to have bet their careers on developing Muneccim, a new predictive technology that is designed to reduce downtime of heavy construction machines that Borusan Cat sells. While they have been able to manage to develop the technology to a level that beats any human expert in predicting machine failures, they still have not been able to find a way to monetize the technology. After spending a few years and millions of dollars developing the technology, they are both under pressure from Borusan Group, Borusan Cat’s holding company, to show monetary results. Sales have been declining due to the economic downturn in Turkey, and the Company has been losing market share to their strong domestic competitors. Gunaydin and Durgun must decide about their monetization strategy for Muneccim and pick which segment of the market they want to target with this technology.

Keywords

Monetization Strategy; Artificial Intelligence; AI; Forecasting and Prediction; Applications and Software; Technological Innovation; Marketing; Segmentation; AI and Machine Learning; Construction Industry; Turkey

Citation

Mojir, Navid, and Gamze Yucaoglu. "Borusan CAT: Monetizing Prediction in the Age of AI (A)." Harvard Business School Case 521-053, April 2021. (Revised August 2021.)
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About The Author

Navid Mojir

Marketing
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Related Work

    • February 2022
    • Faculty Research

    Borusan CAT: Monetizing Prediction in the Age of AI

    By: Navid Mojir
    • April 2021 (Revised August 2021)
    • Faculty Research

    Borusan CAT: Monetizing Prediction in the Age of AI (A)

    By: Navid Mojir and Gamze Yucaoglu
    • May 2022
    • Faculty Research

    Borusan CAT: Monetizing Prediction in the Age of AI (B)

    By: Navid Mojir and Gamze Yucaoglu
Related Work
  • Borusan CAT: Monetizing Prediction in the Age of AI By: Navid Mojir
  • Borusan CAT: Monetizing Prediction in the Age of AI (A) By: Navid Mojir and Gamze Yucaoglu
  • Borusan CAT: Monetizing Prediction in the Age of AI (B) By: Navid Mojir and Gamze Yucaoglu
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