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Understanding the value and organizational implications of big data analytics: the case of AUDI AG

  • Teaching Case
  • Published:
Journal of Information Technology Teaching Cases

Abstract

“Understanding the value and organizational implications of big data analytics: the case of AUDI AG” presents the case of AUDI AG and its attempts to implement big data analytics in its organization. The case highlights the situation of an original equipment manufacturer (OEM) in the automotive industry and the potentials and challenges the emerging technology big data analytics may entail for such organizations. The case tries to help students to grasp the technical characteristics, the value, and organizational implications of big data analytics as well as the distinct types of analytics services. The case is presented through the eyes of Hortensie, an aspiring manager at AUDI, who gained strong interest in the phenomenon of big data analytics and received the task to position it within AUDI. To ramp up the topic big data analytics, AUDI is engaging with industry and design experts as well as an external consultancy ITConsult.

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Notes

  1. This illustrative case is developed on the basis of a longitudinal case study with AUDI AG (see Dremel et al. 2017). However, due to reasons of confidentiality, descriptions of the organization’s inner processes, organizational hierarchies, names, and roles are anonymized. Any views and statements expressed within this teaching case do not necessarily reflect the views or policies of any individual or the organization represented by this case.

  2. InnovativeCar was specifically created to support new innovative technologies and concepts for cars (e.g., autonomous driving and electric mobility).

References

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  • Porter, M.E., and J.E. Heppelmann. 2015. How Smart, Connected Products are Transforming Companies. Harvard Business Review 93 (10): 96–114.

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  • Ross, J.W., Beath, C.M., and A. Quaadgras. 2013. You May Not Need Big Data After All. Harvard Business Review 91 (12): 90–98.

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Author information

Authors and Affiliations

  1. Institute of Information Management, University of St. Gallen, Mueller-Friedberg-Strasse 8, 9000, St. Gallen, Switzerland

    Christian Dremel, Jochen Wulf & Walter Brenner

  2. Audi AG, 85045, Ingolstadt, Germany

    Annegret Maier

Authors
  1. Christian Dremel
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  2. Jochen Wulf
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  3. Annegret Maier
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  4. Walter Brenner
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Corresponding author

Correspondence to Christian Dremel.

Appendix

Appendix

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Dremel, C., Wulf, J., Maier, A. et al. Understanding the value and organizational implications of big data analytics: the case of AUDI AG. J Info Technol Teach Cases 8, 126–138 (2018). https://doi.org/10.1057/s41266-018-0036-8

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  • DOI: https://doi.org/10.1057/s41266-018-0036-8

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