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Strategies with Regard to Market, Product Innovation, Technology and Organization

Ulrich Jürgens Wissenschaftszentrum Berlin für Sozialforschung Social Science Center Berlin for Social Research. Strategies with Regard to Market, Product Innovation, Technology and Organization. Topics: Globalization revisited Product innovation Industry organization.

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Strategies with Regard to Market, Product Innovation, Technology and Organization

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  1. Ulrich JürgensWissenschaftszentrum Berlin für SozialforschungSocial Science Center Berlin for Social Research Strategies with Regard to Market, Product Innovation, Technology and Organization • Topics: • Globalization revisited • Product innovation • Industry organization IpL/HBS European Conference „Relaunching the Innovation Rates …“

  2. 52 Car Makers in the World IpL/HBS European Conference „Relaunching the Innovation Rates …“

  3. Automobile Production by World Regions (Passenger and Commercial Vehicles, 1997 and 2003, in 1000 Units) Quelle: oica.com IpL/HBS European Conference „Relaunching the Innovation Rates …“

  4. Forecast on Value Added Development in the Automotive Industry Worldwide* 2002 – 2015 (FAST 2015) * Automobile development/production, light vehicles Source: Mercer Management Consulting, Fraunhofer-Gesellschaft (2003) IpL/HBS European Conference „Relaunching the Innovation Rates …“

  5. Share of World Regions in Automotive Industry Value Added 2002 and 2015 Change: 67,3% Change: 328,0% Change: 259,5% Change: 19,3% Change: 10,6% Change: -51,2% Change: 17,4% Change: 65,6% Source: Mercer Management Consulting, Fraunhofer Gesellschaft (2003) IpL/HBS European Conference „Relaunching the Innovation Rates …“

  6. 51,5% 39,0% 54,9% 76,0% 72,3% 41,9% 13,4% 45,4% 59,6% 45,2% Shares of Production, Domestic vs. Abroad, of Major Car Makers (2003) Source: Automotive News Data Center (autonews.com), VDA (2004): International Auto Statistics, own calculations. IpL/HBS European Conference „Relaunching the Innovation Rates …“

  7. Globalization Structure of Selected Car Makers (in Percent) Source: Own calculations on the basis of IMF Auto Report 2004, p. 71 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  8. 700 700 600 600 500 500 400 400 300 300 200 200 100 100 0 0 NAFTA W. Europe East Europe Japan Asia/Pacific South America Africa & New East Globalization Structure of Selected Car Makers (in Percent) Fiat Renault Toyota VW Group GM Daimler- Chrysler IpL/HBS European Conference „Relaunching the Innovation Rates …“

  9. Motivation for Relocation of Production Abroad Source: Lay/Kinkel/Maloca (2003): Stand und Entwicklung der Auslandsproduktion bei Automobilzulieferern – ein Branchenvergleich. Düsseldorf: HBS, p. 18 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  10. Indexed (Germany = 100) Yearly Wages/Salaries and Labour Costs per Person Employed in the European Automotive Industries 2003 Source:VDA: International Auto Statistics, edition 2004, p. 350f.; 361f., own calculations. The average per-capita figure for wages and salaries in Germany was € 45700; for total labour costs € 57200. IpL/HBS European Conference „Relaunching the Innovation Rates …“

  11. Use of Modern Organization Concepts by German Auto Suppliers Relocating Production Abroad Source: Fraunhofer ISI, Mitteilungen aus der Produktionsinnovationserhebung, No. 32, March 2004, p. 10 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  12. Segments Innovation Roadmap Compact Class Europe • LED head lights • Pedestrian protection sensors • Smart Airbags Interior • LED tall lights Electro-nicsin allseg-ments • CO2 air conditioning • Pre-crash sensor system • External network • Fully variable interiors • Head-up display • Night vision • Active lighting • Object recognition • Adaptive cruise control • Electronic bus systems • 42 V electric grid • Infotainment (e.g. smart navigation system) • Smart power distribution • Fuel cell as auxiliary power unit • Flat ribbon cable • Optical bus systems • High-pressure supercharged diesel • Elektrical radiator and ventilation/cooling control Power train Fuel cell • Electrohybrid propulsion • Particle filter • Thermal manage- ment • Shift-by-wire • Electromechanical valve timing gear • CVT • Piezo injectors • Electric double clutch • Starter generator • Gasoline direct injection • New materials (high-tensile steels, aluminium) • Electromech. brake (brake-by-wire) • Electromech. steering (steer-by-wire) Chassis • Electronic power- assisted steering • Air suspension • Electric parking brake • Friction coeffic. recogn. • Electrohydraulic brake • Electrical overlay steering • Product differentiation of identical compo- nents by software • Tire pressure monitoring • Active suspension • Hydroforming • Steel space frame • Aluminium Body • Metal foam • Adhesives technology • Plastic add-on parts • Sandwich structure • Composite materials • Colors with Lotus effect • Color matching • Laser welding 2002 2005 2010 2015 Source: HAWK Study by McKinsey & Company/PTW (2003: 20) IpL/HBS European Conference „Relaunching the Innovation Rates …“

  13. R&D Costs per Car of Selected Car Makers 2003 US-Dollar Source: Goldman Sachs (2004): Germany: Automobiles - DaimlerChrysler (DCXGN.DE) IpL/HBS European Conference „Relaunching the Innovation Rates …“

  14. Additional employment System integration/ assistant systems 37.500 +13.000 Sensorics, batteries,bord net, electronics Brake-by-wire +24.500 17.500 +8.000 ESP+ EHB Steer-by-wire +9.500 ESP 5.500 Electromech. steering ABS +2.000 Electr. hydr. assisted steering +3.500 Initial level 1997 2005 2010 2015 2002 Employment Potential Through X-by-wire Systems Germany (1997 to 2002 to 2015) Source: Jürgens, U.; Meißner, H.-R. (2005): Arbeiten am Auto der Zukunft. Berlin, p. 122 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  15. Additional employment (+1.600) +12.000 +52.000 Diesel boom USA? European Diesel boom (40% market share) Innovation competitionDiesel/Hybrid +40.000 Diesel injectiontechnology Innovation competitionOtto/Diesel +7.000 +6.000 +4.000 +4.000 Gasoline direct injection technology +3.000 +3.000 +3.000 Fuel cell/hydrogenic propulsion +3.000 Hybrid propulsion +1.000 Initiallevel 1997 2005 2010 2015 2002 Emplyoment Perspectives in the Area of Powertrains in Germany Source: Jürgens, U.; Meißner, H.-R. (2005): Arbeiten am Auto der Zukunft. Berlin, p. 168 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  16. Impact of a Change from Conventional Engines to Fuel Cell Systems on the Supplier Industry Source: Wengel, J.; Schirrmeister, E. (Hg.) (2000): Innovationsprozess vom Verbrennungsmotor zur Brennstoffzelle. Karlsruhe, p. 181 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  17. Some Findings of the Project “Innovation and Employment in the Automotive Industry”Project Results (I) • The intensification of innovation has positive effects on employment and competitivity • Diesel technology as European success story • x-by-wire as specialty of European suppliers • Competing technologies in various propulsion systems, light-weight materials etc. lead to a multiplication of R&D activities • We observe a technological revolution in basic technologies which, nevertheless, is implemented in an incremental way (delay/canceling of introduction dates; long periods of phase-in and phase-out) • In the mid and long term the innovation dynamics lead to drastic structural effects regards types of suppliers and division of labor OEM - suppliers. IpL/HBS European Conference „Relaunching the Innovation Rates …“

  18. Project Results (II) • We found only weak links between innovation strategies and personnel development strategies, between technology road-maps and consequences for employees. • Cross-functional approaches (R&D and production) to discuss consequences of innovation on employment and qualification requirements were also weakly developed. IpL/HBS European Conference „Relaunching the Innovation Rates …“

  19. Die zehn größten Automobilhersteller weltweit nach Produktionszahlen 2003 und Veränderungen gegenüber 1997 IpL/HBS European Conference „Relaunching the Innovation Rates …“

  20. Company Value by Market QualificationThe Top Ten Auto Companies of 2004 Toyota‘s cash and other liquid assets at the end of business year 2004: 32,7 bln. US-Dollar Source: Börsenzeitung of 12.2.2004; Toyota Motor Corporation, Annual Report, March 31, 2004, SEC Forum 20 IpL/HBS European Conference „Relaunching the Innovation Rates …“

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