Digital Transformation of Automotive Industry: Action Design Researchand Startup for Last Price Recommendation Engines

The Automotive Industry is one of the most mature and has undergone several waves of digital transformation. We focus on one segment of the value chain where IT adoption has not yet had the expected impact, namely dealer-prospect relationship management. While Customer Relationship Management (CRM) solutions and methods have been widely adopted, there remains several issues as to how to properly match the right prospect with the most appropriate dealer. The channeling of prospects is relatively mature and well structured, but there remain significant issues to raise mutual satisfaction of both parties who must, on both sides, find their respective “best deal” more rapidly and efficiently. To shed new light on this challenge, as it requires more hands-on empirical analysis, we propose an Action Design Research (ADR) methodology helping a new startup in developing an innovative Last Price Recommendation Engine. The purpose of these internships will be to systematically analyze where process innovations may be possible, and to successfully implement these requirements into a new recommendation engine hosted on the domain name

Sabrina Azzi;Miloud Eloumri
Superviseur universitaire: 
Stéphane Gagnon
Partner University: