Institut für Innovation Management

Language Selection

Breadcrumb Navigation


Innovation management in the automotive industry: Ambidexterity – the key to surviving the challenges of today and tomorrow

Instructor: Prof. Dr. Spanjol
Assistant: Marcelo F. de la Cruz

What is this course about?

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 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.

How is this course conducted?

The project course will be conducted in cooperation with Porsche Consulting GmbH. Students will work in teams and interact with our partner. The course will be held in English.
The grading will consist of a written assignment and a presentation. The detailed rubrics will be communicated during the kick-off.



21.10.2019 – 10.02.2020