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- Title
How AUDI AG is Driving Toward the Sharing Economy.
- Authors
Mocker, Martin; Fonstad, Nils O.
- Abstract
AUDI AG has historically focused on producing and selling premium vehicles but has begun to experiment with providing mobility services, built around car sharing. Its response to the so-called sharing economy addressed strategic and transformational challenges. Strategically, the company pursued additional sources of revenue from targeted, premium mobility services, rather than the less segmented services provided by competitors such as BMW and Zipcar. AUDI AG also transformed its organizational structure, processes and architecture to balance autonomy for innovation and integration for competitiveness.
- Subjects
AUDI (Book); SHARING economy; ORGANIZATIONAL structure; ECONOMIC competition; CAR sharing
- Publication
MIS Quarterly Executive, 2017, Vol 16, Issue 4, p279
- ISSN
1540-1960
- Publication type
Article