TY - GEN
T1 - Innovation and vehicle architecture development in a new age of architectural competition
AU - Gorbea, Carlos
AU - Lindemann, Udo
AU - Fricke, Ernst
PY - 2009
Y1 - 2009
N2 - The automotive industry is going through fundamental change as new car architectures begin to compete in the market. If the new hybrid and electric vehicle offerings prove to gain traction, established firms that are slow to join in the market can be facing potential failure. However, if conventional cars outperform the new entrant vehicle architectures, these can disappear as rapidly as they gained popularity as explained in informational cascades theory. Automotive manufacturers can mitigate this uncertainty by focusing on standard vehicle architecture packages alongside the traditional development process in order to filter new technology offerings that become relevant.
AB - The automotive industry is going through fundamental change as new car architectures begin to compete in the market. If the new hybrid and electric vehicle offerings prove to gain traction, established firms that are slow to join in the market can be facing potential failure. However, if conventional cars outperform the new entrant vehicle architectures, these can disappear as rapidly as they gained popularity as explained in informational cascades theory. Automotive manufacturers can mitigate this uncertainty by focusing on standard vehicle architecture packages alongside the traditional development process in order to filter new technology offerings that become relevant.
KW - Architectural competition
KW - Informational cascades
KW - Product architecture platform
UR - http://www.scopus.com/inward/record.url?scp=84859241686&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84859241686
SN - 9781904670087
T3 - DS 58-4: Proceedings of ICED 09, the 17th International Conference on Engineering Design
SP - 355
EP - 364
BT - DS 58-4
T2 - 17th International Conference on Engineering Design, ICED 09
Y2 - 24 August 2009 through 27 August 2009
ER -