Disruption ahead - the challenge of German car manufacturers to sustain their leading market position in times of rapid industry change

Abstract

In the context of this thesis, the challenge of German car manufacturers to sustain their leading market position in times of rapid industry change was examined by a combination of two strategy analysis frameworks–scenario planning and dynamic capabilities. The following hypothesis was examined with a qualitative research approach: „German car manufacturers do not have the capability to maintain their leading position within the automotive industry”. The findings of the study indicate that in many fundamental domains such as production techniques or supplier relationships, German car manufacturers are still the industry leaders. Thus, the results suggest that German car makers will be able to sustain their leading positions within the industry.