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Electric mobility calls for new strategic tools and paradigm for automakers

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  • Carole Donada

Abstract

The second century of the automotive industry is bringing new opportunities that are paving the way for the revival of electric vehicles (EVs) and the development of electric mobility. However, this raises the question of whether traditional automakers are up to the challenge of adapting to the changing market. In this paper, the author assumes that incumbents are not up to the challenge if they continue to protect the industrial paradigm they established 100 years ago, and to implement their strategy merely by following the recommendations of conventional strategic frameworks. The author also examines how two complementary approaches to strategic marketing - the market orientation approach (MOA) and the value innovation approach (VIA) - can be implemented to construct the base of a new paradigm for automakers.

Suggested Citation

  • Carole Donada, 2013. "Electric mobility calls for new strategic tools and paradigm for automakers," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 13(2), pages 167-182.
    • Handle: RePEc:ids:ijatma:v:13:y:2013:i:2:p:167-182
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    Citations

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    Cited by:

    1. Reis, Anabela & Heitor, Manuel & Amaral, Miguel & Mendonça, Joana, 2016. "Revisiting industrial policy: Lessons learned from the establishment of an automotive OEM in Portugal," Technological Forecasting and Social Change, Elsevier, vol. 113(PB), pages 195-205.
    2. Scott Le Vine, 2014. "A Pareto-efficient market-clearing mechanism for shared-mobility systems," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 14(3/4), pages 271-285.
    3. Mohammed A. Hajar & Ammar Ahmed Alkahtani & Daing Nasir Ibrahim & Mohd Ridzuan Darun & Mohammed A. Al-Sharafi & Sieh Kiong Tiong, 2021. "The Approach of Value Innovation towards Superior Performance, Competitive Advantage, and Sustainable Growth: A Systematic Literature Review," Sustainability, MDPI, vol. 13(18), pages 1-33, September.
    4. Carole Donada & Guy Fournier, 2014. "Stratégie industrielle pour un écosystème en émergence : le cas de la mobilité 2.0, décarbonée, intermodale et collaborative," Revue d'économie industrielle, De Boeck Université, vol. 0(4), pages 317-348.
    5. Carole Donada & Yannick Perez, 2015. "Editorial of the 2015 special issue about Electromobility," Post-Print hal-01424757, HAL.
    6. Carole Donada & Yannick Perez, 2015. "Editorial," Post-Print hal-01660231, HAL.

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