BUCKLE UP! Time to Ensure Responsible Innovation in the Automotive Industry: A case study of a Swedish-based automotive company

Abstract: As the automotive industry undergoes a shift towards service-based solutions as an alternative to car ownership, it is essential to acknowledge the industry's challenges in terms of responsibility. The following research paper aims to investigate how the framework “Four Dimensions of Responsible Innovation” can be applied to an organization in the automotive industry to evaluate how responsibility is ensured within its internal innovation processes. The study also seeks to identify possible areas for improvements that should be addressed to avoid any harmful and unintended consequences of the organization’s innovation efforts. The findings of this study may work as guidelines for companies in the automotive industry to scrutinize their innovation processes and address identified limitations leading to consequences for companies and society alike. The result from this study contributes to filling the research gap within the field, and organizations working with Mobility as a Service may find techniques and tools to ensure that the shift from car ownership towards service-based solutions will not entail any damage to the company, its different stakeholders, and society. The framework and existing literature in the field of Responsible Research and Innovation, Mobility as a Service, Business Model Innovation, and the Dark Side of Innovation all form the foundation of the literature review of this study. The research is conducted through a case study of a company working with Mobility as a Service in the automotive industry. In addition, employees with different roles have participated in several semi-structured interviews guided by the knowledge derived from the literature review. The data collected resulted in several findings which uncovered significant recommendations for both the advancement of the case study firm, the inspiration for other firms in the field, and ideas for future studies in the field. It was revealed that the case company of this study needs to improve on a structural basis by actively implementing clear routines and guidelines to align its workers. Most significant, however, is that the firm needs to ensure that methods to ensure responsibility are integrated throughout the entire innovation process. Concerning the findings of this thesis, the case company, for now, is carrying out responsibility in several ways but lacks significantly in some parts, which sadly could lead to the other efforts taken will not be able to claim realized, responsible outcomes. Buckle up and keep reading for findings on how Responsible Innovation is ensured and which areas of improvement exist within the automotive industry's Mobility as a Service field.