Moving from product-oriented to platform-oriented business mod

Guilherme Sales Smania; Glauco Henrique de Sousa Mendes

doi:10.18543/bee.3239

Guilherme Sales Smania Federal University of São Carlos, Brazil https://orcid.org/0000-0001-6876-892X
Glauco Henrique de Sousa Mendes Federal University of São Carlos, Brazil https://orcid.org/0000-0002-6019-2767

Keywords: Digital servitization, Digital platforms, Organizational change, Connected cars, Automotive industry

Abstract

Many product manufacturers are transitioning into platform providers, a shift that requires a series of organizational changes. Nevertheless, limited attention has been given to the motivations behind this shift and the specific organizational changes undertaken by manufacturers seeking to become platform providers. To address this gap, this paper explores the connected cars landscape. Specifically, it examines the organizational transformation of automakers as they evolve from product-oriented to platform-oriented business models following the introduction of connected cars. This study draws on data from 12 automakers in the Brazilian automotive industry. The findings reveal three primary motivations driving automakers’ shift toward connected car business models and highlight six key organizational changes that support this transformation. These insights offer valuable theoretical and managerial guidance for servitization researchers and practitioners working with platform-oriented business models.

Author Biographies

Guilherme Sales Smania, Federal University of São Carlos, Brazil

Ph.D. candidate at the Department of Production Engineering at the Federal University of São Carlos (UFSCar). His research interests include servitization, digitalization, platforms, and service innovation.

Glauco Henrique de Sousa Mendes, Federal University of São Carlos, Brazil

Associate Professor at the Department of Production Engineering at the Federal University of São Carlos (UFSCar). His research interests include service innovation, quality service, product-service systems, and servitization.

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