The Web Strategy development in the automotive sector

Especially in recent years, a transformation is ongoing: the Web, besides being a means of information sharing (internal-external), becomes a powerful tool for saving costs, reducing the distribution structure, initiating distance transactions, and ever more, becomes a mechanism of integration with the external environment and a catalyst of experiences for all stakeholder. Starting from the identification of the key elements, potentialities, and of the impact of the Internet on firms’ performance, competitiveness, effectiveness, and efficiency, this chapter is focused on the changes in the automotive sector due to the integration between business strategy and Web strategy. Therefore, starting from the consideration of a clear identification and subsequent sharing need of strategic goals, a research work will be presented exploring, on the basis of an interpretative model, the Internet potential in the automotive sector in order to achieve the identification of an optimal path definition and development of Web strategy. This objective will be developed through a desk analysis focused on the strategic positioning of the current businesses in the automotive sector (i.e., complexity evaluation of the presence on the Internet, strategic architecture, quality, and effectiveness of this presence).