This thesis analyzes and evaluates current macro-environmental trends in the German automotive industry and their evolutionary impact on automotive business models and competitiveness of traditional German car manufacturers.
To enhance the understanding of industry evolution and strategic change, the German automotive business is explored through the lens of market innovations. Drawing upon the industry evolution model of Henderson and Clark (1990), the impact of automotive market innovations on strategies of German OEMs with regard to inter-firm collaborations are classified and analyzed.
For evaluation of motives and strategic fit in cross-industry collaborations, sources and key success factors of inter-firm competitive advantages are elaborated. Synthesizing and refining among others the theories of Barney (2007), Dyer & Singh (1999), and Williamson (1993), new resources as derived from inter-organizational relationships are depicted in terms of competitiveness and their relations to German car manufacturers are discussed.
Identifying the red oceans and the blue oceans in the German automotive industry according to the business model theory of Kim and Mauborgne (2005), four scenarios for the strategic realignment of German OEMs in response to industry dynamics are formulated. Within this scope, modifications of business model elements are elaborated according to the strategy canvas of Osterwalder et al. (2005) and revisions of existing automotive business models are proposed.
Having studied the business model concept as a possible integrator of traditional strategic perspectives on industry evolution and firm performance, the thesis concludes with the insight that in order to capitalize on the emerging automotive trends, German OEMs need to intensify qualitative partnerships as a new source of sustained competitive advantage. Advanced cross-industry collaborations opening up new business opportunities must be addressed by shift of corporate strategy and redefinition of business models for better realignment of firm resources to current industry-transforming parameters thus ensuring long-term profitable growth in an increasingly connected environment.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Motivation of this study
- Research problem and objectives
- Outline of the thesis structure
- Methodology
- Scientific approach
- Research methods
- Methods of data collection and verification
- Theoretical Background
- Innovation and industrial change
- Innovation types and industry evolution models
- Innovation and industry life cycle models
- Business models and strategy
- Business model definitions and key components
- Blending the business model concept with strategy
- Firm performance and collaboration
- Outline of the German Automotive Industry
- Market overview and recent developments
- Specific characteristics of the German automotive industry
- Value chain design
- R&D infrastructure
- Education, Tax and Location Factors
- Market fragmentation of major German OEMs
- Current automotive mega trends
- Industry evolution and strategic change
- Sources of market innovations
- Nature and types of market innovations
- Initiation and motives for strategic change
- Impact of strategic change on industry profit pools
- Summary and conclusion
- Sources of competitive advantage
- Analysis of inter-organizational relationships
- Evaluation of motives and strategic fit in collaborations
- Assessment of new resources in terms of competitiveness
- Summary and conclusion
- Strategic realignment of German OEMs
- General changes in business strategy
- Red Oceans and Blue Oceans in the German automotive industry
- Developing Blue Ocean strategies for German OEMs
- Summary and Conclusion
- Revised business model proposition for German OEMS
- Modifications of business model elements
- Revision and amendment of existing business models
- Challenges and key success factors of new strategies
- Summary and conclusion
- Conclusion and perspectives
- Findings and implications
- Recommendations for future research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis explores the impact of current trends in the German automotive industry on the business models and competitive advantage of traditional German car manufacturers. It examines how these trends, through the lens of market innovations, influence the strategies of German OEMs regarding inter-firm collaborations. The study aims to analyze the motives and strategic fit of these collaborations, evaluate the sources of inter-firm competitive advantage, and propose strategic realignments for German OEMs. Key themes include:- The impact of market innovations on the German automotive industry
- Strategic change in response to industry dynamics
- The role of inter-firm collaborations in achieving competitive advantage
- The development of Blue Ocean strategies for German OEMs
- Revision and amendment of existing business models
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction details the motivation behind the study, outlines the research problem and objectives, and presents the thesis structure. Chapter 2 addresses the methodology employed, covering the scientific approach, research methods, and data collection and verification techniques. Chapter 3 provides a theoretical foundation, focusing on innovation and industrial change, specifically exploring innovation types and industry evolution models, as well as industry life cycle models. It then examines the concept of business models and their relationship to strategy, including key components and the integration of business models with strategic planning. Finally, the chapter delves into firm performance and collaboration, analyzing its importance in the context of business strategy. Chapter 4 presents an overview of the German automotive industry, including market dynamics, recent developments, and specific characteristics such as value chain design, R&D infrastructure, and education, tax, and location factors. It also explores the market fragmentation of major German OEMs and outlines current automotive mega trends impacting the industry. Chapter 5 analyzes the evolution of the automotive industry and the strategies employed by German OEMs to adapt to this change. It examines the sources of market innovations, the nature and types of innovations, and the driving forces behind strategic change. Furthermore, the chapter discusses the impact of strategic change on industry profit pools and provides a summary and conclusion. Chapter 6 explores the sources of competitive advantage within the German automotive industry, particularly focusing on inter-organizational relationships and the evaluation of motives and strategic fit in collaborations. It assesses new resources derived from these relationships and their impact on competitiveness. Chapter 7 examines the strategic realignment of German OEMs in response to industry dynamics, exploring general changes in business strategy, identifying Red Oceans and Blue Oceans within the industry, and developing Blue Ocean strategies for German OEMs. The chapter concludes with a summary and discussion of key findings. Chapter 8 proposes revised business model propositions for German OEMs, outlining modifications to existing models, identifying key success factors, and analyzing the challenges associated with these new strategies.Schlüsselwörter (Keywords)
The key focus of this thesis lies in the analysis of the evolving German automotive industry, specifically examining the influence of current trends on the business models and competitive advantage of traditional German OEMs. Key terms include: innovation, industry evolution, market innovations, business models, competitive advantage, inter-firm collaboration, strategic realignment, Blue Ocean strategy, and revised business models.- Citar trabajo
- Lisa Sobotta (Autor), Markus Peetz (Autor), 2015, Moving towards a new paradigm of collaboration. The influence of current automotive trends on mobility business models and competitive advantage of traditional German OEMs, Múnich, GRIN Verlag, https://www.grin.com/document/292856
