Navigating business realities of a sustainable car - manufacturing company through the immersive experience of business in practice

Abstract

The immersive Business in Practice program enhances business and leadership skills and per sonal development by offering a six-year simulation of a fictional automotive manufacturer's transition from a conventional offering to an electric vehicle portfolio. This thesis examines the interplay between Strategy, Human Resources, and Marketing in the first part and analyses and reflects on two critical incidents in the second part to uncover performance drivers and cross departmental synergies. Both components offer valuable insights and learning opportunities.