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Megatrends und die dritte Revolution der Automobilindustrie: Eine Analyse der Transformation der automobilen Wertschöpfung auf Basis des Diamantmodells

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  • Pfeil, Felix

Abstract

[Einleitung ...] Um die dritte Revolution der Automobilindustrie detailliert analysieren zu können, folgt nach einer einleitenden Vorstellung der deutschen Automobilbrache (Kapitel 2) im ersten Teil von Kapitel 3 zunächst eine Darstellung der in diesem Zusammenhang relevanten Megatrends. Die dort beschriebenen allgemeinen Entwicklungen und Veränderungsprozesse stellen wichtige Treiber bei der Entwicklung zu einer nachhaltigen individuellen Mobilität der Zukunft dar. Anschließend folgt im zweiten Teil des dritten Kapitels eine historische Betrachtung der beiden vorangegangenen Revolutionen der Automobilindustrie sowie eine Erfassung aktueller Branchenentwicklungen, welche als konkrete Ausprägungen der Megatrends in der Automobilindustrie anzusehen sind. Kapitel 3 schließt mit einer Systematisierung der unterschiedlichen Treiber der dritten Revolution der Automobilindustrie in Form von in- und externen Herausforderungen für die Branchenunternehmen. Das vierte Kapitel führt im ersten Teil das Nationale Diamantmodell nach PORTER als Werkzeug zur Bestimmung der Wettbewerbsfähigkeit von Branchen ein. Der anschließende zweite Teil des Kapitels ergründet die Wettbewerbsstärke der deutschen Automobilindustrie sowie grundlegende Strukturen der automobilen Wertschöpfung in der Bundesrepublik anhand des Nationalen Diamant-modells. Dazu werden die einzelnen Determinanten des Modells einer detaillierten Analyse unterzogen, um deren jeweilige Ausprägungen für die deutsche Automobil-industrie darzustellen und zu bewerten. Auf Basis dieser Analyse erfolgt im letzten Abschnitt des vierten Kapitels eine begründete Einschätzung der Wettbewerbsfähigkeit deutscher Automobilhersteller. Kapitel 5 verknüpft die Erkenntnisse des dritten und des vierten Kapitels um dann auf die anstehenden Veränderungen im strategischen Management, in der Wertschöpfungsstruktur und den Geschäftsmodellen einzugehen. Abschließend werden Implikationen für die zukünftige Wettbewerbsstärke der deutschen Automobilindustrie anhand des Nationalen Diamantmodells abgeleitet.

Suggested Citation

  • Pfeil, Felix, 2018. "Megatrends und die dritte Revolution der Automobilindustrie: Eine Analyse der Transformation der automobilen Wertschöpfung auf Basis des Diamantmodells," Research Papers on Marketing Strategy 13/2018, Julius-Maximilians-Universität Würzburg, Lehrstuhl für BWL und Marketing.
    • Handle: RePEc:zbw:wuerpm:132018
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