Nowadays, the technological revolution is affecting several business sectors, transforming not only their present, but also their future. This consideration is particularly true for companies operating in the automotive industry, which, to stay competitive, cannot only serve the market as vehicles producers and providers but have to deal with new mobility trends not related to ownership. This research has been conducted through a systematic literature review of already existing contributions, drawing on academic papers and reports of the sector. The aim of this work is that of investigating the reason of the coexistence of two customers' shopping behaviours somewhat "antithetic": the willingness to own a car, but also that of approaching an alternative mobility which does not imply possession, literally known as Mobility-as-a-Service. The main driver that has been considered for this analysis has been customers' generational differences: the today market, in fact, includes four generations very different one to another from a socio-economic point of view. After having analysed how different generations deal with the car concept and product, the work has been focused on the business model implications, given the market complexity. In fact, it is a company choice that of serving the market providing the hardware/ product (i.e. the car), the software/ service (i.e. car sharing), or both. Lastly, a broad consideration about the actual and future challenges and opportunities for the firms operating in the sector has been conducted.
La rivoluzione tecnologica oggigiorno colpisce diversi settori economici, trasformandone non solo il presente, ma anche il futuro. Questa considerazione è particolarmente vera per le aziende operanti nel settore automobilistico, le quali, per continuare ad essere competitive, non possono più servire il mercato come produttori e venditori di veicoli, ma devono necessariamente interfacciarsi con nuovi trend di mobilità non collegati al possesso. Questa ricerca è stata condotta attraverso una revisione sistematica di letteratura già esistente, coniugando fonti bibliografiche accademiche e report di settore. Lo scopo di questa tesi è quello di comprendere il motivo della coesistenza di due comportamenti di acquisto quasi "antitetici" da parte dei consumatori: quello di possedere un veicolo, ma anche quello di accedere a nuovi servizi di mobilità alternativi, riconosciuti dalla letteratura come Mobility-as-a-service. Una delle cause principali che è stata tenuta in considerazione durante l'intera ricerca è stata quella relativa alle differenze generazionali tra i consumatori di riferimento: il mercato di oggi, infatti, può contare ben quattro generazioni tra loro molto differenti dal punto di vista socioeconomico. Dopo aver analizzato il modo in cui le diverse generazioni si interfacciano con il concetto e con il prodotto "automobile", il lavoro si è concentrato sui business models che le aziende possono scegliere di adottare, considerata l'attuale complessità del mercato. Infatti, è loro compito decidere se rivolgersi al mercato fornendo l'hardware/ prodotto (il veicolo), il software/ servizio (il car sharing), oppure entrambi. Infine, è stata dedicata un'ampia considerazione riguardante le sfide e le opportunità attuali e anche in merito agli scenari probabili nel prossimo futuro.
Generational differences in customers' needs - Potential and challenges of the automotive industry in selling cars and delivering mobility services
CALLEGARO, VALENTINA
2018/2019
Abstract
Nowadays, the technological revolution is affecting several business sectors, transforming not only their present, but also their future. This consideration is particularly true for companies operating in the automotive industry, which, to stay competitive, cannot only serve the market as vehicles producers and providers but have to deal with new mobility trends not related to ownership. This research has been conducted through a systematic literature review of already existing contributions, drawing on academic papers and reports of the sector. The aim of this work is that of investigating the reason of the coexistence of two customers' shopping behaviours somewhat "antithetic": the willingness to own a car, but also that of approaching an alternative mobility which does not imply possession, literally known as Mobility-as-a-Service. The main driver that has been considered for this analysis has been customers' generational differences: the today market, in fact, includes four generations very different one to another from a socio-economic point of view. After having analysed how different generations deal with the car concept and product, the work has been focused on the business model implications, given the market complexity. In fact, it is a company choice that of serving the market providing the hardware/ product (i.e. the car), the software/ service (i.e. car sharing), or both. Lastly, a broad consideration about the actual and future challenges and opportunities for the firms operating in the sector has been conducted.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/6695