Rethinking mobility: sustaining competitive advantage in the modern automotive industry by conceptualizing the future strategy of Daimler

Viktor Benedikt Brüns, Master of Science International Management, NOVA School of Business and Economics Rethinking mobility: Sustaining competitive advantage in the modern automotive industry by conceptualizing the future strategy of Daimler In this work project, we present a case study and case analysis of the premium automotive manufacturer Daimler as well as influencing trends on the automotive market which affect the firm’s sustainable competitive advantage. The case study characterizes the four technological CASE trends, socioecological developments, and the current business and competitive scenario of Daimler. Thereupon, the case analysis examines Daimler’s resources and capabilities as a source of sustainable competitive advantage and introduces isolating mechanisms to prevent imitation. Finally, we analyze the threat of new innovating entrants and elaborate on recommendations for Daimler’s future business model. Keyword