Managing external relations to impose an industry standard; Volvo and the self-driving cars: a case study

Sammanfattning: The present master thesis aims at studying the process of standard imposition under a relational perspective. After an analysis of the existing literature, a theoretical model is developed to study what are the optimal relationships an incumbent and influent firm needs to have with its industry, with institutions and with academia and universities in order to impose a new technology in the market as an industry standard. The model is applied to Volvo Cars and, in particular, to the development of its self-driving car, in relation to the global market and to the market of the City of Gothenburg, Sweden. Hence, tailored managerial recommendations are provided to the company management.