Assessing General Motors’ innovation strategy over three decades using the “Three Box Solution”

Abstract

Purpose Professor Vijay Govindarajan’s “Three Box Solution” framework provides a useful way of looking at a transformative business innovation initiative started at General Motors almost three decades ago and now being further developed by its current CEO Mary Barra. Design/methodology/approach Drawing on 18 years of experience at GM the author offers insights into how the company used the “Three Box” aproach: 10;•9;Box 1: Strengthen the core. 10;•9;Box 2: Let go of the practices that drive the core business but hinder the new one. 10;•9;Box 3: Invented a new business model. 10; Findings GM management found creative ways to enable the current business to thrive while exploring the potential market for a visionary business model. Practical implications %2010%3BThe%20paper%20provides%20new%20insight%20into%20how%20General%20Motors%20has%20changed%20and%20how%20it%20is%20continuing%20to%20adapt%20%20emerging%20future%20markets.. Originality/value Based on actual experience of participating in strategy development this paper should help decision makers address their current actions and future strategies simultaneously.