Autodesk in 2016: Transforming to Meet a Changing Industry

The purpose of this case is to look at Autodesk’s cultural and technological challenges as the company faces a changing industry. With various innovations such as the cloud, the Internet of things, and various new manufacturing processes affecting every aspect of the company’s future, students will be introduced to the various decisions and challenges a corporation has to face in order to remain ahead of massive industry disruption. The case analyzes Autodesk’s three major branches: (1) Architectural and Engineering, (2) Manufacturing, and (3) Media & Entertainment and how all three branches are adjusting to meet the future.  Of particular focus is the shift to a subscription business model, the cultural ramifications of such a shift, the arrival of activist investors to the company’s stock, and the various disruptive innovations in Autodesk’s markets.