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Published by:
IMD (2018)
Version:
24.09.2018
Revision date:
18-Dec-2018
Length:
3 pages
Data source:
Published sources

Abstract

In 2016, Geoff McGrath, Managing Director of McLaren Applied Technologies (MAT) accepted that the company he was hired to build was at an inflection point. MAT was the smallest of three divisions within McLaren Technology Group (MTG), the others being McLaren Racing, operator of the McLaren Formula One racing team, and McLaren Automotive, builder of high performance road cars. MAT had been formed in 2004 as a spinoff organization to apply McLaren's competences in automobile racing to other fields. Twelve years of operations had led to modest success, but the company had yet to build a sustainable business model. McGrath had been given full freedom to explore different options, with two conditions: first, MAT needed to fund its growth through operations, and second, it could not damage the McLaren brand.

Topics

Strategy; Digital transformation; New business model; Digital disruption; Analytics; Simulation

Setting

The events covered by this item took place in 2016.

Geographical setting

Region:
Europe

Featured company

Company name:
McLaren Applied Technologies
Industry:
Technology industry

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