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Inside Renault’s Digital Factory

by Michael Fitzgerald
published by MIT Sloan Management Review, 2014
Ref SMR55301

In this article, MIT Sloan Management Review’s Contributing Editor, Michael Fitzgerald, interviews Renault’s Patrick Hoffstetter about the company’s web, mobile and social media activities – referred to as the ‘Digital Factory’.

Hoffstetter reveals some fascinating insights into the development of the Digital Factory and Renault’s overall aim to ‘create once and publish everywhere’, which is at the heart of the company’s Internet strategy.

The challenges, explains Hoffstetter, include the need to produce data that proves the digital strategy works, rather than just being the trendy thing to do.

Says Hoffstetter: ‘We already have a combined 200 million users coming to our websites, with over 12 million fans on our Facebook pages, with one million leads we’re sending to the network per year. That’s starting to be really impactful.’

Hoffstetter also stresses the need to think globally: ‘You need to make sure that all the people in HQ working on digital have got this global thinking. You can’t do something on YouTube or Facebook in France without any potential impact in Brazil or India.’

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About the author

Michael Fitzgerald is the Contributing Editor for MIT Sloan Management Review on the topic of digital transformation.

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