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Published by:
University of St Gallen (2017)
23 pages
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In early 2017, the automotive industry was looking into one of its most fundamental transformations. New technologies like autonomous driving and connected cars where lining up at the horizon. In addition, old technologies, such as the electric vehicle (EV) mastered a comeback and new business models, such as car sharing emerged. These changes contained tremendous uncertainties and implied important strategic decisions to be made. The case takes the perspective of Daimler AG on of the oldest and most innovative automotive manufacturers as it evaluates the challenges of the EV.


Value innovation; Electric cars/vehicles; Innovation ecosystems; Uncertainty; Automobile industry; Co-innovation; Adoption chains; Disruptive innovation

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