Business Model Design - A Matter of Perspective?

Abstract: The shift from internal combustion to electric engines is currently transforming the automotive industry. Yet, the business model path forward for electric vehicles (EVs) is still uncertain, as the perspectives of different industry actors, especially incumbents and new entrants deviate. The understanding of varying views regarding business model design thus needs to be intensified. Therefore, the purpose of this research is to provide new insights into the perspectives of important business model components and factors driving business model innovation in the context of e-mobility. Based on a multiple-case study conducting semi-structured interviews with three groups of market participants, German premium OEMs, industry experts, and Chinese EV companies, the study evinces disparities and similarities between different strategic perspectives. The findings reveal the industry experts’ perspective to be primarily in line with the existing literature, holding an external, holistic view on the changing ecosystem and the associated business model. While the surveyed German incumbents appear to mostly acknowledge the importance of strategic partnerships as well as a necessity towards customer-centricity, the Chinese new entrants emphasize a compelling value proposition as the most crucial business model component. The study further identifies external factors and an organization’s condition, depicting its current resources and historically determined legacy, as significantly impacting the business model for electric vehicles. This research contributes to the literature by developing a juxtaposition of strategic perspectives, stressing that differences in the perception of business model components’ weightings and additional external factors need to be considered. For practitioners, the study suggests strengthening and creating new partnerships. German incumbents are reminded to heed new entrants' potential to disrupt the market, whereas Chinese new entrants need to particularly address the challenges related to their lack of organizational foundation, on which to build up market share in a mature market.