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Wertschöpfungsorganisation und Differenzierungsdilemma in der Automobilindustrie

Listed author(s):
  • Helmut Dietl


  • Susanne Royer


  • Uwe Stratmann


    (Institute for Strategy and Business Economics, University of Zurich
    International Institute for Management, University of Flensburg
    International Institute for Management, University of Flensburg and ICDP Büro Deutschland)

Wie viele andere Branchen befindet sich auch die Automobilbranche in einem voran schreitenden Modularisierungsprozess. Dieses betrifft sowohl die Produktion als auch die Distribution. Standardisierung und Modularisierung der Wertschöpfungsorganisa¬tion führen jedoch zu einem betriebswirtschaftlichen Zielkonflikt: die Erzielung von Effizienzvorteilen einerseits und Differenzierungsmöglichkeiten andererseits. Im vorliegenden Beitrag wird am Beispiel der Automobilindustrie dargestellt, wie Unterneh¬men dem Differenzierungsdilemma entgehen können, indem sie trotz zunehmender Modularisierung und Standardisierung einen hohen Integrationsgrad ihrer Wertschöpfungsorganisation aufrechterhalten. Diejenigen Hersteller, die sowohl in der Produktion als auch in Distribution eine hohe Wertschöpfungstiefe und eine hohe Bindungsintensität der Lieferanten beziehungsweise Händler aufweisen, können Wettbewerbsvorteile gegenüber ihren Konkurrenten erzielen und ein notwendiges Differenzierungspotential erreichen.

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File Function: First version, 2007
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Paper provided by University of Zurich, Institute for Strategy and Business Economics (ISU) in its series Working Papers with number 0064.

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Length: 28 pages
Date of creation: 2007
Handle: RePEc:iso:wpaper:0064
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