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SVPs and Disruptive Innovations: A Case Study on the German Automotive Industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Sustainable Value Propositions and Disruptive Innovations

Purpose: The aim of this paper is to advance research on the design of sustainable value propositions influenced by social, environmental and economic issues in the context of disruptive innovations. Companies need to take this into considerations when designing SVPs. By referring to both literature about SVPs and the issues related to disruptive innovations, the authors discover a connection between the two concepts resulting in challenges from a firm’s perspective.

Research Question: What challenges emerge because of social, environmental and economic issues for the design of sustainable value propositions in the context of disruptive innovations?

Method: This paper follows a case study approach looking at one traditional car manufacturer within the German automotive industry and the role of electrified vehicles as a disruptive innovation. The authors conducted semi-structured interviews with employees from the case company. The findings of the expert’s views on e-mobility were coded and thus contributed, next to the existing theory, to the analysis of the phenomenon.

Conclusion: Eight major challenges could be identified. The challenges go beyond the simple design of the SVPs while the company’s business model might be questioned. For example, the fit of existing and emerging SVPs is crucial as well as communicating this accordingly. By using SVPs as a strategic marketing tool, the firm is able to position itself in the field of disruptive innovations.

Place, publisher, year, edition, pages
2019. , p. 50
Keywords [en]
Sustainable Value Propositions, Marketing, Marketing Strategy, Disruptive Innovation, Automotive Industry, E-Mobility
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388775OAI: oai:DiVA.org:uu-388775DiVA, id: diva2:1335239
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-07-05 Created: 2019-07-04 Last updated: 2019-07-05Bibliographically approved

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