Содержание:
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 5
1.1 Research problem 5
1.2 Research Aims and Objectives 7
1.3 Research Questions 7
1.4 Structure of the Study 8
1.5 Research Paradigms 9
CHAPTER 2: LITERATURE REVIEW 12
2.1 Concept of innovations, innovative process, problem and innovative risks 12
2.2 Innovations and competition 20
2.3 Characteristic of innovative strategy 25
CHAPTER 3: METHODOLOGY 31
3.1 Research Design 31
3.2 Research strategy 33
3.3 Research approach 33
3.4 Data collection methods WILL 34
3.5 Analysis of data 36
3.6 Research credibility 36
3.7 Limitations of the Analysis 37
CHAPTER 4: DATA ANALYSIS 38
4.1 Features of the automobile industry 38
4.1.1 General characteristic of the industry 39
4.1.2 Consumer trends 39
4.1.3 Used technologies 41
4.1.4 Business models 43
4.2 Forecast of development of the market 46
4.3 Analysis of premium cars market in Germany 50
4.4 Innovative strategy of the German premium car makers (BMW, Audi, Mercedes-Benz) 55
4.4.1 Innovative strategy of BMW 55
4.4.2 Innovative strategy of Audi 60
4.4.3 Innovative strategy of Mercedes-Benz 62
4.5 Comparative analysis of innovations of BMW, Audi and Mercedes-Benz 66
4.5.1 R&D (main research centers and key centers) 67
4.5.2 Dynamics (engines, efficiency) 68
4.5.3 Body and details 68
4.5.4 Security systems, digital technologies and communications 69
4.5.5. Environmental friendliness, future cars 70
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 72
5.1 Principal Conclusions 72
5.2 Recommendations 77
5.3 Further Research Options 80
BIBLIOGRAPHY 81
APPENDICES 87
Выдержка из работы:
Некоторые тезисы из работы по теме Инновационные стратегии как ключевой фактор современной конкурентной борьбы в автомобильной индустрии
CHAPTER 1: INTRODUCTION
1.1 Research problem
In modern economy innovations gain more and more defining value. In today's realities innovations are drivers of development of the companies, states, and all mankind in general. Innovations help to answer global and social challenges, find new solutions, it is a huge opportunity for development. It is future.
In this research the attention is focused on consideration of the German market of car makers. The branch chosen in this research, the modern automobile industry is experiencing a post-crisis recovery. Sales grow again, also the competition becomes tougher. Automobiles are continuously improved, and the amounts spent by companies on R & D are astonishing.
According to Industry Overview of The Automotive Industry in Germany, «Germany’s automotive sector is the country’s most innovative industry sector, accounting for 35 percent of total German industry R&D expenditure of around EUR 57 billion in 2014. German automotive companies are responsible for more than 60 percent of R&D growth in Europe. R&D personnel within the German automobile industry reached a level of 100,000» (GTAI, 2016).
Technologies which at the beginning of the 2000th were considered progressive and the latest, now are practically in each ordinary automobile. Innovative strategies are declared by cornerstones of corporate strategy of carmakers for a long time. Moreover, many companies actively build the brands on the basis of innovations. Thus, it is possible to allocate a problem: what is the nature of innovative leadership of three German companies (BMW, Audi, Mercedes-Benz) in a premium a segment of the automobile industry?.............
CHAPTER 2: LITERATURE REVIEW
2.1 Concept of innovations, innovative process, problem and innovative risks
Innovation it is the object introduced in production as a result of the conducted scientific research or the made discovery qualitatively other than the previous analog. It is the object not only which is simply introduced in production but successfully introduced and making profit (Coebergh, 2015). By results of carrying out scientific research or the made discovery it qualitatively differs from the previous analog. It is known that the innovation is also the first practical application of the new scientific and technical, organizational and economic or production decision (Burns, Stalker, 2015).
Innovations which are used in automotive industry are applied in heavy mechanical engineering, aircraft construction and other adjacent sectors of economy. Even the small, not strongly evident improvements can give considerable economic effect. To toughen the competition in the international market, the automobile companies are engaged in the scientific developments aimed at providing use of innovative technologies. Now in automotive industry the newest technologies of passive and active safety of the car are used. For increase in reliability in the car mount digital cameras which could find obstacles both in front, and behind.
The international standards in statistics of science, the equipment and innovations, recommendations of the international organizations in the field of statistics of science and innovations, provide the system description in the conditions of market economy. According to these standards, innovation is the end result of innovative activity which has received the embodiment in the form of the new or advanced product introduced in the market, the new or advanced technological process used in practical activities, or in new approach to social services. Thus, the innovation is a consequence of innovative activity (Christensen, 2015).
In researches of innovations the following types of innovative activity are allocated which are applied in automobile industry too:
tool preparation and organization of production (acquisition of the production equipment and tool, change in them, and also in procedures, methods and standards of production and quality control of production of a new product or application of new technological process);
............