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Authors:
Published by:
El Izi Communications Consultancy UK Ltd (2020)
Revision date:
09-Dec-2020
Length:
27 minutes
Data source:
Field research
Notes:
File size 1.3GB. Click for more information.

Abstract

Although Brisa Bridgestone Sabanci has been the clear market leader in the Turkish tyre market for many years, it had to transform from a production and sales-oriented company to one providing end-to-end mobility solutions, through innovation for staying competitive in the marketplace. And this could only be achieved with the help of AI. Therefore, in the case we learn from Brisa CIO Tekin Gulsen, how they have tackled the problem first and integrated AI into their work processes in 2018 as part of company's digital transformation. The steps taken gave Brisa a competitive edge by making their business processes simpler and more efficient, while acting as a significant leverage for supplying added value goods and services to their customers. In the case we learn about various examples of RPA (Robotic Process Automation), chatbot and OCR technologies used in the company, how they helped the company to attain results in the market. Furthermore we see examples how the use of AI motivates employees by allowing them to concentrate more on creativity, instead of spending time carrying out repetitive tasks. In the Q&A, ways of integrating RPA into company strategies are covered, showing how use of AI can make companies competitive.

Teaching and learning

This item is suitable for undergraduate courses.

Topics

Strategic business management; Digitilization; AI; RPA; International brands; International markets; Emerging markets; Turkey; Brisa Bridgestone Sabanci; Manufacturing; Tyre market

Setting

The events covered by this item took place in 2020.

Geographical setting

Region:
Europe
Country:
Turkey
Location:
Istanbul

Featured company

Company name:
Brisa Bridgestone Sabanci Lastik Sanayi ve Ticaret Anonim Sti, Istanbul, Turkey
Employees:
1001-5000
Turnover:
USD 627,7 million (2019)
Type:
Public company
Industry:
Manufacturing

Featured protagonist

  • Tekin Gulsen (male), Brisa Bridgestone Sabanci CIO

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