The EconicPartner Portal of Daimler AG as an example of platform economy as a basis for digital business models in the automotive industry

  • Digitalization is one of the major challenges for companies today. Well-established “traditional” companies have to adapt and develop new business models to stay competitive. Digitalization, connected services and alternative drive technologies are identified as key trends in the automotive industry. New competitors from different industry segments, e.g. IT industry, enter the automotive industry. Therefore, the automotive industry faces new challenges due to digitalization. These challenges are identified in the scope of this thesis. One major is a transformation of the classic sales process of a vehicle. Mercedes-Benz Special Trucks developed a new certified partner program. Bodybuilders, who are working with the model series Econic, can apply for the partner status. Furthermore, Mercedes-Benz Special Trucks will launch a product information platform. Bodybuilders have the opportunity to market themselves and their products on the platform. Therefore, this thesis aims to identify the theoretical factors of the success of a digital platform and to transfer these factors to the automotive industry. Qualitative research methods were conducted to examine the practical relevance of these factors. By analyzing already existing platforms in the automotive industry, it turned out that many industry-specific success factors are already implemented. Thereby a series of recommendations for actions, regarding the design and optimization of the EconicPartner Portal, were derived.

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Author:Valerie Klumpp
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/09/16
Tag:Automotive industry; Digital platforms; Digitalization; Platform economy
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG