Detalhes do Documento

Mobility services have gained significant attention from academics and practitioners as key driver of growth in tomorrow’s automotive markets, thereby outstripping the profitability potential of traditional car manufacturing and selling. Instructed by Audi Business Innovation GmbH, this work project develops a strategic positioning and business model concept for Audi to enter the mobility market.In this regard, the business model innovation process is examined as structuring frame for the subsequent analysis of mobility trends and selected German mobility players. Qualitative research and the verification of the suggested model reveal that a brand-building premium Audi ‘mobility companion’, which complements the traditional core business holistically, serves best as entry mobility solution.