КОНКУРЕНТСКE СТРАТЕГИЈE НА ПРЕМИJУМ АУТО-СЕГМЕНТУ
DOI:
https://doi.org/10.22190/TEME200528037MKljučne reči:
конкурентске стратегија, дисруптивне иновације, премијум сегмент ауто-тржишта, дигитализација, електрификацијаApstrakt
Рад на примеру BMW Group анализира прилагођавање конкурентских стратегија лидера на премијум сегменту, као одговор на радикалне промене у ауто-индустрији. Ауто-индустрија се суочава са дисруптивним иновацијама које прете да радикално промене конкурентску структуру гране. Традиционални извори конкурентске предности лидера нису више довољни да би се задовољиле промене у преференцијама потрошача на премијум сегменту ауто-тржишта. Овај рад указује на нове компетенције у области дигитализације и електрификације које премијум ауто-компаније морају да развију како би очувале конкурентску предност и опстале у условима хиперконкуренције. Рад такође детаљно образлаже неопходност развоја нових конкурентских стратегија на премијум сегменту ауто-тржишта како би се одговорило на технолошке неизвесности и оштру конкуренцију. Висока улагања у развој нових технологија, ефикасан, агилан и флексибилан производни систем, као и примена хибридних конкурентских стратегија доприносе снажним пословним перформансама на премијум сегменту ауто-тржишта. У раду је показано да су трансформација од традиционалног произвођача возила ка високотехнолошкој компанији и пружаоцу услуга мобилности кључни за стицање и очување конкурентске предности на премијум сегменту ауто-тржишта. Рад проширује постојећа теоријска знања пружајући детаљну анализу утицаја дисруптивних иновација на конкурентске стратегије лидера на премијум сегменту ауто-тржишта.
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