汽車工業的破壞性創新：通用汽車公司報行長瑪麗・ 芭拉於自動駕駛技術發展策略之個案研究

Abstract

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This paper studies the strategic management of General Motors (GM) under its CEO, Mary Barra, by focusing on her decisions and actions to transform the company in the face of a rapidly evolving automobile industry. Since her appointment in 2014, Ms. Barra, the first female CEO of GM, has implemented significant changes such as exiting emerging markets, closing businesses, and investing in electric vehicles and autonomous driving technologies. This paper aims to analyze why Barra made strategic decisions for disruptive innovation and how those decisions were implemented. This paper conducts a case study of Barra’s strategic decisions and uses Michael Porter’s five forces analysis and Ansoff matrix analysis as an evaluation tool for a case analysis. By answering the research questions through a case study, this paper aims to provide insights into successful growth strategies for established firms in the automobile industry to navigate the industry disruption, particularly in the context of autonomous driving technology.