Will the Kodak Decline Reappear in the Automotive Industry? : An investigation of how incumbent automobile manufacturers can manage the ongoing transition towards electric vehicles

Sammanfattning: Today, the automotive industry is facing a transition from internal combustion engines to electric vehicles due to demand changes and sustainability concerns. As a result, new actors have entered the automobile market and gained market shares in the EV sector. Further, this entails that pressure is put on the incumbents in terms of implementing new solutions of e-mobility. Therefore, the purpose of this thesis is to provide managerial recommendations concerning how the incumbents can manage the transition and at the same time stay competitive in the market. Moreover, as this transition is ongoing, the authors aim to contribute within the theoretical field of incumbent’s transition to EVs. In order to achieve this purpose, the authors have conducted a multiple embedded qualitative case study with an explorative approach, where four incumbents have been investigated and two researchers in the field have been interviewed. The research questions, results & analysis and discussion have been divided into three parts: Strategic Management, Transition Management and R&D Management. In terms of the first sub-research question, the incumbents must restructure its managerial levels, decision making processes and communication. Moreover, the incumbents should emphasize innovation and collaboration. Regarding the second sub-research question, the incumbents should identify niches in the supply chain, further developing expert systems and extend collaborations with authorities. In addition, the second-hand value of the EV and strategies of HRM should be considered. In terms of the last and third sub-research question, the incumbents should develop competence within batteries through collaborations with suppliers. Furthermore, investments should be made in collaborative R&D projects regarding recycling and waste processes, battery solutions and emerging technologies such as AI and3D printing.