Strategic business development by innovations and synergies between automotive and non automotive business

Abstract

For the automotive industry, the economic crisis has shown how important it is to have a diversified strategy which ensure the company's survival. Based on strategic business development, innovation and synergies the question is going to be answered whether a business model development can lead to an overall value creation for the company and which synergies are unused so far with the current business model. The aim of this Master's Thesis is to depict how a strategic business development, based on a liquid hydrogen storage device for the non automotive industry, can be realized to gain a competitive advantage.<br />Therefore a new business model has been developed focusing on the creation of a value network with different partners and based on different relationships. Subsequently, the development of synergies between automotive and non automotive business is going to be analyzed.<br />The result shows, that a business model development based on the value network approach opens up a lot of possibilities to achieve synergies which are not available if a company is not embedded in such a network.<br />In parallel challenges arise with the management of the network which partially offset the advantages raised by the value network cooperation.<br />So, the authors suggestion is to continue with the business model development.