Percorrer por autor "Ellinger, Julia Katharina"
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- From manufacturer to mobility provider : BMW’s response to the disruption in the automotive industryPublication . Ellinger, Julia Katharina; Lakishyk, KyrylThe dissertation is written in a teaching case format to illustrate how established companies balance out addressing the need of established consumers as well as reacting on current consumer trends. Changing market environments tempt manufacturers to offer access services as an alternative consumption mode to ownership. Companies need to understand the impact of those business model innovations on the parent brand and its current customers. The selected company is BMW, which is confronted with digitization, resulting new technologies and emerging competitors disrupting the traditional business. By concentrating on meeting customers’ needs rather than focusing too much on selling products, the company has taken the right path in becoming a mobility provider. The introduction of an own car sharing service paves the way to address new targets and is a positive communication tool. This study analyzes the impact of car sharing on purchase behavior of consumers. By consulting secondary research and collecting quantitative data via an online survey can be concluded that both, owners and non-owners of the brand, positively evaluate the mobility service. Additionally, the received responses indicate that car sharing usage cannot fully substitute car ownership and that DriveNow usage influences consumers purchase preferences for a BMW.