Loading...
Publication
Incumbentes vs. challengers na indústria automóvel: o caso Volkswagen
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.39 MB | Adobe PDF |
Authors
Abstract(s)
A indústria automóvel tradicional enfrenta o dilema da cada vez maior popularidade dos
veículos elétricos, forçando a uma transição generalizada por parte das incumbentes.
Sendo inevitável responder às necessidades dos mercados, assim como de atingir as metas
ambientais definidas por múltiplos governos mundiais, a indústria passa inevitavelmente
por um profundo processo de mudança. O desafio passa por uma transição que assegure
a sobrevivência das organizações, mantendo ou melhorando a sua posição num mercado
global cada vez mais competitivo. Esta dissertação analisa o caso da Volkswagen no início
da década de 2020: a forma como reagiu às mudanças de mercado e as estratégias que
implementou para estabelecer vantagens competitivas. Esta análise permitiu criar uma
proposta de metodologia de reação, com a qual as organizações incumbentes podem reagir
perante mudanças e/ou disrupções em curso. Esta investigação explora e reforça a
importância de uma vertente até agora pouco estudada na área de gestão: as estratégias
de reação por parte de organizações incumbentes perante a disrupção em curso.
The automotive industry is facing the dilemma of a growing popularity of electric vehicles, forcing a change on the incumbent’s side. Being inevitable a reaction to the market changes, as well as to meet the climate goals of governments around the world, the industry will have to go to through a profound process of change. The challenge is assuring the survival of the incumbent companies, by maintaining or even improving their positions in an evercompetitive global market. This thesis analyses the case of Volkswagen in the early 2020`s: the way it reacted to market changes and the strategies it implemented to achieve a competitive advantage over its competitors. This analysis proposes a reaction methodology, which incumbent organizations can put into place in order to prepare to change and/or disruptions taking place. This study sets to explore and reinforce the importance of an until now less studied topic in the area of management: the reaction strategies in face of current disruption, by incumbent organizations.
The automotive industry is facing the dilemma of a growing popularity of electric vehicles, forcing a change on the incumbent’s side. Being inevitable a reaction to the market changes, as well as to meet the climate goals of governments around the world, the industry will have to go to through a profound process of change. The challenge is assuring the survival of the incumbent companies, by maintaining or even improving their positions in an evercompetitive global market. This thesis analyses the case of Volkswagen in the early 2020`s: the way it reacted to market changes and the strategies it implemented to achieve a competitive advantage over its competitors. This analysis proposes a reaction methodology, which incumbent organizations can put into place in order to prepare to change and/or disruptions taking place. This study sets to explore and reinforce the importance of an until now less studied topic in the area of management: the reaction strategies in face of current disruption, by incumbent organizations.
Description
Keywords
Estratégia Indústria automóvel Automóveis elétricos Challengers Strategy Automobile industry Electrical vehicles
Citation
Rodrigues, João da Silva - ncumbentes vs. challengers na indústria automóvel [Em linha: o caso Volkswagen. S.l.]: s.n.], 2023. 120 p.