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Project Course: Innovation Management WS19/20


Our project course will be conducted in cooperation with Porsche Consulting: Innovation management in the Automotive Industry “Ambidexterity – the key to surviving the challenges of today and tomorrow “


The automotive industry is currently facing various challenges. In addition to the customer demand for individualization and the need for shorter, more efficient production cycles, the business model is changing overall. New technologies and new competitors, with Artificial Intelligence and Autonomous Cars, are on the rise and target the mobility market. Combined with the rapid change of customer behavior, new business strategies need to be implemented to ensure a sustainable market position.
In order to counter this drift, companies have to act in an ambidextrous manner. Therefore, the strategic orientation needs to promote an efficiency increase in core competencies, while courageously exploring new business models. In other words, future companies in automotive are striving for the mission: “Efficient like Toyota, innovative like a Start-Up”. Innovation ability & management on both sides of ambidexterity, exploration, and exploitation, is the key to future success.


Analysis of existing frameworks for the implementation and control of ambidexterity in companies and the development of key fields of action leading to specific recommendations. Subsequent sequencing and validation of the fields of action by interviewing experts and a short qualitative case study.


21.10.2019 - Mid of February 2020


• Independent, committed and methodical way of working
• Solid background in innovation management (MFEI as a basis)
• Basic knowledge about strategic topics in the automotive industry is desirable
• Excellent English skills


The grading will consist of a written assignment and a presentation. The detailed rubrics will be communicated during the kick-off.

The workload corresponds to 12 ECTS.

Please contact Marcelo De La Cruz for more information.