Metrika

  • citati u SCIndeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[]
  • posete u poslednjih 30 dana:18
  • preuzimanja u poslednjih 30 dana:9

Sadržaj

članak: 1 od 23  
Back povratak na rezultate
2021, vol. 52, br. 4, str. 236-246
Promene premijum segmenta na globalnom auto tržištu
aUniverzitet u Beogradu, Ekonomski fakultet
bUniverzitet Metropolitan, Fakultet za menadžment, Beograd

e-adresadusan.markovic@ekof.bg.ac.rs, vladan.madic@metropolitan.ac.rs
Ključne reči: auto industrija; premijum segment; disruptivne inovacije; digitalizacija
Sažetak
Tokom 21.veka auto industrija se suočila sa čestim i radikalnim promenama. Velika recesija, radikalne tehnološke inovacije, pojava novih konkurenata, te pandemija Kovida-19 su doveli do promena u preferencijama potrošača i problema u upravljanju lancem snabdevanja. Ove promene su naročito uticale na kompanije koje su lideri u premijum auto segmentu. Kompetencije ovih kompanija više nisu dovoljne da bise stekla i održala konkurentska prednost. Rad analizira trendove na premijum automobilskom tržištu i transformaciju konkurentskih i marketinških strategija premijum auto kompanija. Tehnološke inovacije i digitalizacija su promenili značajno percepciju premijum vozila. Kako bi odgovorili na ove promene premijum auto proizvođači moraju da modifikuju svoje konkurentske strategije. U radu je pokazano da auto kompanije na premijum segmentu moraju da poseduju agilnost i fleksibilnost kako bise održale u nestabilnom tržišnom okruženju. Kompanije moraju da smanje kompleksnost proizvoda kako bi ostvarile troškovnu efikasnost, dok istovremeno moraju da pronađu nove načine da se diferenciraju, kako od postojećih tako i od novih konkurenata na premijum segmentu. Kako bi ostvarile ove na izgled suprotstavljene ciljeve, premijum kompanije usvajaju najnovija tehnološka rešenja koja omogućavaju veću poslovnu efikasnost, ali i integrisanje hardvera, softvera i usluge, kao paketa vrednosti koji se nudi premijum segmentu kupaca.
Reference
Abbosh, O., Nunes, P., Savic, V., Moore, M. (2017) The big squeeze: How compression threatens old industries. MIT Sloan Management Review, 58(4)
BMW Group (2020) Annual report. https://www. bmwgroup.com/content/dam/grpw/websites/ bmwgroup_com/ir/downloads/en/2021/bericht/ BMW-Group-Bericht-2020-EN.pdf, pristupljeno 01.12.2021
Carvalho, S.W., Silvestre, B., Cunningham, P. (2017) Hitting the nail on the head! insight into consumer assessment of sustainability-related innovations. Long Range Planning, 50(6): 741-755
Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M., Woodside, A. (2017) Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70: 101-107
Downes, L., Nunes, P. (2013) Big bang disruption. Harvard Business Review, 91(3): 44-56
Ferràs-Hernández, X., Tarrats-Pons, E., Arimany-Serrat, N. (2017) Disruption in the automotive industry: A Cambrian moment. Business Horizons, 60(6): 855-863
Ferrero, F., Perboli, G., Rosano, M., Vesco, A. (2018) Car-sharing services: An annotated review. Sustainable Cities and Society, 37: 501-518
Fosfuri, A., Lanzolla, G., Suarez, F.F. (2013) Entry-timing strategies: The road ahead. Long Range Planning, 46(4-5): 300-311
Higueras-Castillo, E., Kalinic, Z., Marinkovic, V., Liébana-Cabanillas, F.J. (2020) A mixed analysis of perceptions of electric and hybrid vehicles. Energy Policy, 136: 111076-111076
Jadaan, K., Zeater, S., Abukhalil, Y. (2017) Connected vehicles: An innovative transport technology. Procedia Engineering, 187: 641-648
Kapferer, J.N. (2012) Abundant rarity: The key to luxury growth. Business Horizons, 55(5): 453-462
Lin, L.H., Ho, Y.L. (2016) Institutional pressures and environmental performance in the global automotive industry: The mediating role of organizational ambidexterity. Long Range Planning, 49(6): 764-775
Löffler, M., Decker, R. (2012) Realising opportunities in the premium automotive market via context-oriented new product positioning. Journal of Marketing Management, 28(5-6): 716-732
Macduffie, J.P., Fujimoto, T. (2010) Why dinosaurs will keep ruling the auto industry. Harvard Business Review, 88(6): 23-25
Madić, V., Marković, D., Mijušković, V. (2021) Competitive strategies in premium automotive segment. Teme, 45: 639-659
Markman, G.D., Waldron, T.L. (2014) Small entrants and large incumbents: A framework of micro entry. Academy of Management Perspectives, 28(2): 179-197
Mckinsey Company (2019) The new realities of premium mobility. Retrieved from https://www. mckinsey.com/~/media/McKinsey/Industries/ Automotive%20and%20Assembly/Our%20Insights/ The%20new%20realities%20of%20premium%20 mobility/The-new-realities-of-premium-mobility
Mckinsey Company (2019) Race 2050: A vision for the European automotive industry. Retrieved from https://www.mckinsey.com/~/media/McKinsey/ Industries/Automotive%20and%20Assembly/ Our%20Insights/The%20new%20realities%20 of%20premium%20mobility/The-new-realities-ofpremium-mobility-f
Mckinsey Company (2013) The road to 2020 and beyond: What's driving the global automotive industry?. https://www.mckinsey.com/~/media/ mckinsey/dotcom/client_service/Automotive%20 and%20Assembly/PDFs/McK_The_road_to_2020_ and_beyond.ashx pristupljeno 01.12.2021
Milanović, B. (2016) Why the global 1% and Asian middle class have gain the most from globalization. Harvard Business Review, Digital Article; Retrieved from: https://hbr.org/2016/05/why-the-global-1andthe-asian-middle-class-have-gained-the-mostfromglobalization pristupljeno 01.12.2021
Oliver, N., Schab, L., Holweg, M. (2007) Lean principles and premium brands: Conflict or complement?. International Journal of Production Research, 45(16): 3723-3739
Porter, M.E., Kramer, M.R. Strategy & society. Harvard business review, 84(12): 78 -92
Sari, D., Kusuma, B. (2014) Does luxury brand perception matter in purchase intention?: A comparison between a Japanese brand and a German brand. ASEAN Marketing Journal, 6(1): 50-63
Schulze, A., Paul, M.J., Taube, F.A. (2015) Introduction: Knowledge generation and innovation diffusion in the global automotive industry: Change and stability during turbulent times. Industrial and Corporate Change, 24(3): 603-611
Sharma, A., Soni, M., Borah, S.B., Saboo, A.R. (2020) Identifying the drivers of luxury brand sales in emerging markets: An exploratory study. Journal of Business Research, 111: 25-40
Shukla, P., Rosendo-Rios, V., Khalifa, D. (2022) Is luxury democratization impactful?: Its moderating effect between value perceptions and consumer purchase intentions. Journal of Business Research, 139: 782-793
Sick, N., Nienaber, A.M., Liesenkötter, B., Vom, S.N., Schewe, G., Leker, J. (2016) The legend about sailing ship effects: Is it true or false?: The example of cleaner propulsion technologies diffusion in the automotive industry. Journal of Cleaner Production, 137: 405-413
Sturgeon, T., van Biesebroeck, J., Gereffi, G. (2008) Value chains, networks and clusters: Reframing the global automotive industry. Journal of Economic Geography, 8(3): 297-321
Thomas, V.J., Maine, E. (2019) Market entry strategies for electric vehicle start-ups in the automotive industry: Lessons from Tesla Motors. Journal of Cleaner Production, 235: 653-663
Tynan, C., McKechnie, S., Chhuon, C. (2010) Co-creating value for luxury brands. Journal of Business Research, 63(11): 1156-1163
Wiedmann, K.P., Hennigs, N., Schmidt, S., Wuestefeld, T. (2011) Drivers and outcomes of brand heritage: Consumers' perception of heritage brands in the automotive industry. Journal of Marketing Theory and Practice, 19(2): 205-220
 

O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/mkng2104236M
objavljen u SCIndeksu: 18.03.2022.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0