Castro, JoãoGeiselmann, Jana Katharina2024-01-262024-01-262023-01-192023-01-19http://hdl.handle.net/10362/162775The automotive industry is currently experiencing the biggest transformation in its history. Pressure from technological disruption, the emergence of new competitors and changing consumer demands require established OEMs to revise and innovate their business models. This work project takes four deep dives to investigate automotive innovation from an external and internal perspective in the context of German premium OEMs. The individual section looks at organizational innovation from the inside. By reviewing a practical case, it elaborates on how OEMs can make use of separate units’ contributions to corporate innovation. Overall, this work project provides insights into different sections of automotive OEMs and their innovation processes to defend their position as industry leadersengAutomotive innovationOrganizational separationSubsidiary innovationOrganizational ambidexterityInnovation portfoliomaster thesis203315383