Business in practice: firm analysis and personal reflection on leading Beep´s electrification journey

Abstract

The Business in Practice (BiP) simulation is a three-week group exercise simulating the management of an automotive company. Teams were assigned roles in five key areas: Marketing, Operations, Innovation, Human Resources, and Finance, collaborating to navigate the company’s shift toward electric vehicles. The analysis focuses on Human Resources, Innovation, and Finance, examining their role in Beep’s strategic transformation. It explores the impact of employee engagement, green innovation, and capital structure on business outcomes. Two critical incidents during the group exercise are analyzed, highlighting tensions within the team and the importance of cross-functional collaboration for long-term success.