Institut für Marketing & Management

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Funktionale Dynamik von Technologischen Innovationssystemen im Bereich der Erneuerbaren Energietechnologien : Das Beispiel der weltweiten Durchsetzung von batteriebetriebenen Fahrzeugen und Plug-in-Hybridfahrzeugen
(2018) Sauer, Andreas; Gerybadze, Alexander
Electric mobility received a new boost with the recent turn of the millennium, when mankind realized that the progressing climate change is attributable to the greenhouse gas carbon dioxide (CO2), which is also emitted through traffic worldwide. Within the traffic sector, CO2 emissions through road mobility increased in particular, which is why the focus is on electric vehicles and especially on plug-in hybrid electric vehicles (PHEV) and battery electric vehicles (BEV). For the realization of electric mobility, electrochemical energy storage is being considered a key technology primarily because of their significant contribution to value creation, for which reason an international competition has begun in order to secure large market shares as early as possible. As to the methodology for analysis which countries worldwide have the best prerequisites for this competition, the fundamentals of technological innovation systems (TIS) in the field of renewable energy technologies have been chosen, documented and discussed in detail. The TIS-approach developed evolutionary across different approaches of innovation system research and today allows not only for a functional analysis of TIS, but also offers a phase model for TIS development that is being discussed and revised in the present dissertation. An investigation of relevant case studies in renewable energy technologies according to the three criteria hypothesis, result and lesson learned allowed to derive best practices for the following, detailed comparative innovation system analysis. A comprehensive roadmapping until the year 2030 shows that technological development paths are available, which application variety and market development can be expected and which specific challenges have to be solved in order to reconcile technological progress with market-related demand. Hence, against this background, the TIS revolving around energy storage for electric mobility on battery system level and before the integration into specific vehicle concepts respectively in Germany in the context of the European Union has been analyzed and compared with the TIS in the countries China, Japan, Korea, the USA and France in this dissertation. These six countries have been determined as leading as a result of a patent analysis, whereby after initial leadership by the USA in the 80’s, in particular Japan is today by far the undisputed technology leader. The analysis started with significant structural components and therewith the energy storage industry/battery manufacturers. The automobile industry and electric vehicle manufacturers respectively have been analyzed, too, separated into PHEV and BEV manufacturing companies. With the three companies Toyota Motor Corp. (from the pioneer and innovation leader in hybrid electric vehicles (HEV) to the pioneer and innovation leader in fuel cell electric vehicles (FCEV)), Tesla Inc. (from attacker to world market leader in BEV) and the BMW Group (Plug-in-hybridization of the product range on the way to the premium manufacturer of BEV), three entirely different business strategies have been analyzed in detailed case studies. Further structural components like networks and non-technical institutions/framework conditions were also taken into account during the analysis. Subsequently, the functional pattern of the TIS in the six leading countries has been analyzed, along the seven key processes and functions respectively of the influence on the direction of search, knowledge development, entrepreneurial experimentation, knowledge diffusion/development of positive externalities, legitimation, resource mobilization and market formation. Overall, a big lead by the Asian countries follows from the investigation results and especially Japan ahead of China and Korea, ahead of the USA, France and Germany that becomes smaller but has still not been caught up yet. In conclusion, the functionality of the TIS surrounding energy storage for electric mobility in Germany has been evaluated, which is in a formative phase and therewith on one level with the neighbor country France and the USA. From the strengths and weaknesses, the inducing and blocking key factors of the TIS surrounding energy storage for electric mobility were derived and shown as drivers and blockages. From this, political key questions resulted, which need to be answered regarding the further positioning of the German automotive industry for electric mobility in general and electrochemical energy storage technologies in particular.
Innovation und Standardsetzungskompetenz auf global integrierten Märkten
(2012) Slowak, André P.; Gerybadze, Alexander
Within this PhD thesis, we examine the interrelationship between joint innovation projects and standard setting for industry standards. This is a field of innovation research as well as research on the economics of standards that has been sadly neglected up to now. We investigate the core issue regarding what functions of system integration are fulfilled by industry standards for product systems and large systems. We define a product system as a set of components which achieve an essential functionality only in concert, but which the end user can still recognise as individual components. An architectural respective systemic standard dissects a joint technical system of standard setting partners into physical components and works in such a way that those system elements are simultaneously a) mutually compatible, b) mutually independent to as great an extent as possible and c) function in a variety of configurations. The automotive industry and industrial automation resorts to member layer models as a new type of organisation for standard setting partnerships/communities. A large number of members, dovetailing of joint innovation projects and structures aimed at rapid diffusion of standards set this type of organisation apart from conventional industry/standard setting consortia. Excellent standard governance is necessary in order to enable incumbents to establish dominant designs worldwide. We examine the cases of AUTOSAR, GENIVI and PROFIBUS in empirical case studies. In order to explain how standards are organised strategically, we deduce a configuration audit from the existing literature. Among other things, this thesis addresses exclusion from participation in standard setting, exclusion from access to specifications, the ownership of standards, IPR policies, the time reference of specifications with regard to dominant design, and standard setting methods (modular vs. integral). Furthermore, we describe the cultural differences between the German and the Japanese automotive industries in their approaches to project organisation in the pre-competition stage. We observe a geographic exclusion mechanism for the electro-mobility charging interface and/or in the case of CHAdeMO and in the user organisations of industrial automation: innovation activities are conducted in the country of origin. At the same time, R&D driven product competition involving the battery as the core component as well as standard setting competition for the charging interface to the battery is taking place in the emerging market for electric cars. The German OEMs are trying to establish their AC/DC combo charging system primarily through international formal standardisation. The Japanese industry is attempting to establish its DC charging system via the global market by way of the CHAdeMO standard setting partnership. The electro-mobility sector clearly demonstrates how industry is implementing a gradual system expansion starting on the basis of core components in order to offer solutions together with partners and not merely isolated products. We understand system expansion to mean step-by-step expansion of a product system: starting on the basis of core components, through integration of the suppliers of an incumbent (system integrator) into standard development, and also including integration of suppliers of complementary goods & peripheral system components. The integration of the latter means establishing a (large) innovation ecosystem. By contrast, the pigments and paint sector does not make use of any new type of organisation in the pre-competition stage. In that industry, innovation occurs within bilateral co-operation arrangements at the interface between two stages of the value-added chain. According to our accompanying observations, its formal standardisation activities primarily serve to prepare for new regulations, to influence them or to harmonise measurement methods among manufacturers. In our case studies, we observe system dynamics in multiple stages in conjunction with standard setting. We have depicted those dynamics in a system dynamics model. Our modelling is suitable as a starting point for simulation or agent-based approaches to standard setting for product systems. Moreover, future studies should describe additional cases from other business sectors where systemic innovation and standard setting are mutually interlinked as well. Technology leaders should try to dominate interfaces or core components of products systems on an industry-wide basis. In the pre-competition stage, it is possible to purposely exploit technical leadership in order to later on establish overall concepts through systemic standards.
Internationalization of Research & Development and Host-Country Patenting : The Dynamics of Innovation and Trans-Border R&D Flows between Developed and Emerging Countries
(2021) Sommer, Daniel; Gerybadze, Alexander
The international business world has profoundly changed through globalization in the last years and decades. The cross-border exchange of products and people, as well as information, technology and capital has increased. Furthermore, companies are faced with an increasingly distributed knowledge base which means that one centralized Research & Development (R&D) base, usually at the headquarters is not sufficient and a company’s success rather depends on its ability to identify and occupy selected locations across the globe for R&D activities. While the degree of R&D Internationalization of large multinational corporations (MNCs) has been increasing for the last decades, the group of source countries has remained small: the headquarters of the leading R&D conducting MNCs have been largely based in the US, Japan and several European countries (e.g. Germany, Switzerland) and R&D Internationalization had been remaining within this group. Since the beginning of this millennium, however, several emerging countries (e.g. China or India) have entered the stage and increasingly attracted foreign R&D investments as target countries. R&D has therefore not only increased in intensity, it has also increased in breadth, i.e. the degree of target country diversification has grown. This dissertation addresses and is driven by the following overarching research question: How can we capture even more precisely to what extent and in what fields MNCs conduct R&D abroad and how have the patterns changed in the time period 2000 – 2019? Six major trends can be identified to answer the research question: 1. The share of R&D conducted abroad by MNCs in relation to their total R&D has increased in the last decades. 2. The number of target countries and their technological diversification degree has increased. 3. A select number of target countries, particularly ambitious emerging countries (China, India and partly some Eastern European countries) have significantly increased in relevance as a base for R&D activities. 4. Target countries attract foreign R&D in respective specific technological fields. Particularly the uprising emerging countries have built up competences in certain areas and participate in R&D in these fields on a relevant global degree. 5. A strong shift across the R&D conducting industries can be observed. Particularly high tech industries (e.g. pharma and biotech) and new technologies (IT, internet, software) have significantly increased in relevance compared to classic manufacturing industries and account for an increasing share of R&D activities across all industries. 6. Conducting R&D abroad generally pays off compared to purely domestic R&D, although there is indication that too much internationality can be detrimental as well.
The international sales accelerator : a project management tool for improving sales performance in foreign target markets
(2018) Gerybadze, Alexander; Wiesenauer, Simone
There is a current research gap in the marketing and management literature regarding the setup of sales and distribution structures as well as the rollout in foreign target markets in order to establish countrywide presences. Due to this gap, we developed the International Sales Accelerator Model. The data collection and verification of the model took place during a thirdparty funds project with Baden-Württemberg’s business development agency, and environmental agency. The results reveal that the model represents a summary of best practices from different internationalization processes of very large companies. It is a seven-stage project management tool with the objective to improve the sales performance of companies entering foreign target markets.

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