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

商品編號: 9-521-053
出版日期: 2021/04/12
作者姓名:
Mojir, Navid;Yucaoglu, Gamze
商品類別: Marketing
商品規格: 21p

再版日期: 2021/08/04
地域: Turkey
產業: Construction and engineering
個案年度: 2019 -  2019

 


商品敘述:

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.


涵蓋領域:

AI and machine learning;Innovation;Market segmentation;Marketing;Operations and supply chain management;Software development and engineering


相關資料:

Case Teaching Note, (5-522-069), 14p, by Navid Mojir