University of Twente Student Theses
Adding a platform ecosystem to a pipeline : A multiple case study of the automotive industry
Goethem, E.R.B. van (2025) Adding a platform ecosystem to a pipeline : A multiple case study of the automotive industry.
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| Abstract: | The automotive industry is undergoing significant transformations driven by megatrends such as urbanization, sustainability, individualization, and digitization. Of these, digitization is having the most profound impact, compelling established manufacturers to rethink their traditional pipeline business models. Therefore, this research explored how incumbent automotive firms, specifically BMW and Mercedes-Benz, are incorporating platform ecosystems into their business models. As the starting point, a review of the existing literature was conducted in order to gain an initial understanding of the topic and to substantiate the research gap and resulting research questions. It was followed by a qualitative multiple case study approach where data was gathered through document analysis. Using the Eisenhardt method, both within-case and cross-case analyses were performed to explore how these companies integrate platform ecosystems into traditional business models, providing insights into the challenges and opportunities of this transformation. The findings show that the incorporation of the platform ecosystem takes place both “around” and “in” the car. Around the car, manufacturers are taking the complementor role. In-car implementation of platform ecosystems has taken a less straight-forward path with repositioning along the way showing a move from a proprietary approach to the formation of an industry standard. As a result, the research showed that integrating a platform ecosystem into a pipeline business model is complex, with major challenges like the need for industry-wide standardization to compete against tech giants like Google and Apple. A new role, the ‘governing integrator,’ has emerged, where OEMs adapt platforms to their brand identity, and this role was identified through patterns in the multiple case studies, providing insights into shared problems and solutions across manufacturers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106098 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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