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Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Uli Schneider

    (Infineon Technologies AG)

  • Jürgen Hoika

    (Infineon Technologies AG)

Abstract

The chapter describes the need for digital transformation in the automotive industry and derives requirements for a future path of digital customer engagement in the automotive semiconductor industry. The authors describe the current dynamics and the challenges triggered by disruptions in the automotive industry and derive implications for a fundamental redefinition from the traditional to the digital marketing approach that is rewarded by customer loyalty. To this end, they describe the authors’ corporate context and the internal corporate environment in the first part. This is followed by explanations of the various trends and disruptions relevant to customer loyalty in the automotive electronics market, and finally the resulting implications and challenges that are key for digital customer engagement in the automotive semiconductor industry.

Suggested Citation

  • Uli Schneider & Jürgen Hoika, 2023. "Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 9-23, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_2
    DOI: 10.1007/978-3-031-30720-1_2
    as

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