The case of sales in the automotive industry during the COVID-19 pandemic

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Résumé:

Agile methods can be used as a strategy tool by incumbents to explore and exploit market opportunities through times of unprecedented industry transformation. Drawing on 18 interviews with managers at a premium manufacturer based in Asia, the case of sales in the automotive industry during the COVID-19 crisis provides in-depth insights into the crisis management, focusing on but looking beyond sales. Six fundamental principles are identified as strategic tools to leverage resources and improve business outcomes while using agile-work methods.