Data‐Driven Procurement for Managing Crises: Lessons From a European Automotive Manufacturer

ABSTRACT Global crises and persistent uncertainty have exposed the vulnerability of supply chains. Procurement departments, traditionally focused on cost optimization, are increasingly required to act as strategic orchestrators of supply chains. This paper examines a data‐driven transformation within a European automotive procurement department, revealing how contextual frictions and organizational realities shape transformation outcomes. Based on a qualitative case study, our findings show that poor internal data quality, limited access to external supply chain data, multiple operational challenges from recurring disruptions, shortages or supplier insolvencies and insufficient institutionalization of data‐driven activities critically impede the value realization of data‐driven transformations. Building on these findings, we propose six actionable recommendations that address the identified barriers and position procurement as both a catalyst for effective data management and a strategic enabler of data‐driven supply chains. Key best practices include structured data negotiation with suppliers, embedded qualification programs and sustained leadership engagement to foster a data‐driven mindset. The study contributes to information systems research by advancing a domain‐specific understanding of data‐driven transformation and highlighting procurement as a strategic enabler of intelligent, data‐based decision‐making under conditions of crisis and uncertainty. Our findings provide actionable guidance for procurement practitioners and their data‐driven activities.