Globalisierung und der Zwang zur Dynamisierung von Strategien: Das Beispiel der weltweiten Automobilindustrie

Summary

The globalization of several industries including the car industry is a key topic in today’s discussion of business strategy. The world automobile industry is a microcosm of the new industrial competition. The discussion of the issue of globalization clearly neglects one dimension, namely the dynamics of a global strategy. As globalization is by no means a one-way street from the Triad markets into newly developing markets, repercussions from globalization must be taken into account when formulating strategies. The rise of the Japanese car industry, now being successfully copied by some Korean producers, is a very prominent example of how the rules of the competitive game can be shifted.

Consequently, the static concepts of competitiveness may not be perfectly appropriate in a global market such as the car industry. By using the notion of outpacing strategies it is therefore suggested that the globalization of the automotive industry will add a new dimension to strategy formulation. A new model depicting four transitions is presented to explain these changes in perspective. On top of that, the author supports the notion of convergence of strategies between high-end specialists and volume producers fuelled by cooperation on a global scale. It remains to be seen how evolving strategic patterns will shape the face of the future global car industry.