Abstract
American Power Conversion (APC) was formed in 1981 by three MIT graduates. Its business scope has evolved from standard uninterruptible power supply systems (UPS) products to customized products to full data center solutions. Its name has become synonymous with UPS. Currently, it is part of the European multinational firm Schneider Electric. APC has always been at the cutting edge of using information systems. This case study covers the evolution of their marketing communication function using information technology. They began with implementing database-driven marketing, which was supplemented with Siebel CRM. In order to exploit the marketing data that this platform was generating, they implemented a business intelligence platform. They have developed a collaborative project execution application to drive relationship building with business partners. The case describes the challenges APC has faced in exploiting the power of social media channels and integrating them into existing operations.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Communications of the Association for Information Systems
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
