Even successful automakers increasingly face problems in managing products that incorporate technologies from different industries such as consumer electronics or telematics. This paper discusses the major factors that cause this situation. One of the most difficult problems - some would say intractable - facing OEMs is how to balance the need for global cooperation on technology (to reduce costs) and at the same time gain and preserve competitive advantage. The key when attempting to achieve this is to understand and respect their counterparts' industry and way of working. Building trust and understanding each other's roles will allow each company to a technology strategy that is successful. Although there might have been an implied criticism of the OEMs for being too conservative with new technology, it might only be because they know their customers well. Cars still tend to be a consumer's second largest purchase (after their home) and buyers can be quite conservative when it comes to new features in their cars. In particular with regards to electronics, history has taught customers that automotive electronics are generally costly and quite often unnecessary (especially in their 1st generation). Because of the longer product lifecycles, it is also much harder to achieve the critical mass that early adopters give to new technological features in electronics. Our challenge therefore is to break this cycle by successfully integrating electronics into the car. Finally the paper suggests some concrete steps that can be taken by OEMs and suppliers to ensure that good ideas are successfully transformed into great products. Some key highlights are: - OEMs need to set clear and realistic technology strategies; - OEMs and High-Tech Suppliers must build up trust; - OEMs and Suppliers must understand their respective roles and how they should evolve; - Suppliers need to choose a distinctive strategy based on how they want their role to evolve.


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    Titel :

    How to turn ideas into products - changing business models in the automotive industry


    Weitere Titelangaben:

    Von der Idee zum Produkt - neue Geschäftsmodelle in der Automobilindustrie


    Beteiligte:
    Acker, Wim van (Autor:in) / Mildon, Mark (Autor:in)


    Erscheinungsdatum :

    2004


    Format / Umfang :

    6 Seiten, 3 Bilder, 3 Quellen




    Medientyp :

    Aufsatz (Konferenz)


    Format :

    Print


    Sprache :

    Englisch




    How to Turn Ideas into Products - Changing Business Models in the Automotive Industry

    van Acker, W. / Mildon, M. | British Library Conference Proceedings | 2004


    How to turn ideas into products - changing business models in the automotive industry

    Acker,W.van / Mildon,M. / Roland Berger Strategy Consultants,US | Kraftfahrwesen | 2004




    Implementing New Ideas into R&D Strategies - Innovation Management for the Automotive Industry

    Brandenburg, F. / Spielberg, D. | British Library Conference Proceedings | 1998