B2C e-business influences on the automobile industry : case studies of two Swedish-based autobile manufacturers

The purpose of this study is to gain an understanding of what influences business-to-consumer, or B2C, E-business has on the automobile industry. This study aims at exploring and describing influences on the marketing mix of automobile manufacturers, and the approach used by these manufacturers to redesign business processes. This qualitative, multiple-case study is based on telephone interviews with two Swedish-based automobile manufacturers. Findings indicate that the only influences on the marketing mix are information-related, and that these manufacturers employ B2C E-business as a mainly one-way information channel. No significant integration between B2C E- business and ordinary business processes was found, nor was sufficient data provided to be able to describe the business process redesign approach employed by these manufacturers.Validerat; 20101217 (root