Tianjin Motor Dies Co. Ltd.: The Digital Transformation of an Automotive Supplier

Tianjin Motor Dies Co. Ltd. (or “Tian Qi Mo”; TQM) was a China-based automotive technology supplier that specialized in the research and development (R&D), design, manufacturing, and distribution of automotive body panel dies, welding tools, and automobile body stamping fixtures. Although TQM had struggled during China’s reform toward a market economy, the company’s persistent focus on and investment in R&D, innovation, and technology enabled it to survive and thrive, eventually growing to become an industry leader in China. A key pillar of the company’s strategy was information technology (IT). The company’s focus on IT had enabled it to establish a solid foundation for growth. In today’s age of digital disruption, TQM sought to leverage IT to transform its traditional product-based business model into a hybrid model that included not only products but also a platform that enabled different stakeholders in the automotive industry to transact and collaborate. The vision was promising, but TQM faced many challenges in its implementation.

This case is suitable for undergraduate- or graduate-level courses or modules on management, strategy, information systems, technology, or operations. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Conceptualize the varied and changing roles of IT in diverse organizations.</li><li>Recognize the importance of aligning and realigning a firm’s strategy, structure, and system.</li><li>Understand different business models, including product, platform, and hybrid business models.</li><li>Explore the opportunities and challenges of designing and implementing a platform business model.</li><li>Identify different cloud computing service models (i.e., public, private, and hybrid) and the advantages and disadvantages of each.</li></ul>

• automotive industry
• platform strategy
• digital transformation
• industry value chain
• global supply chain