In a competitive environment, ensuring to provide high quality can be considered as one of the key objectives of the organizations. For guaranteeing that, the firms should communicate efficiently regarding quality, in order to influence the consumers´ perception towards quality. A high perception of quality requires a strong brand, which should guide the consumers in their choice and let them to refuse the competitors. Among the different strategies that can be put in place by the firms, co-branding is a joint strategy that is trying to combine the value of both brands in a synergy effect. Ingredient branding is a type of branding that entails the use of a component from one brand in a product of another brand, moreover these stimuli that are influencing the consumers´ behaviour. This stimulus will impact the quality perception of the brand and the consumers´ willingness of choosing the brand, therefore the brand would be preferred to other brands and make the consumer be loyal to the host brand. This study was conducted by employing a quantitative approach based on an experimental design with a focus on the automotive industry. A survey was distributed among students and young professionals, which are considered as actual or prospective car buyers. A total of 116 responses contributed to the sample of this research. The findings show that an ingredient brand with high perceived quality can increase the perceived quality of the host brand and that the increased quality of the host brand can lead to brand loyalty.

Background: IT has been reshaping competition and strategy for decades. However, the current wave of IT-driven competition is distinct from previous ones. As new digital technologies have a disruptive effect, organizations must adapt to remain competitive. Digital transformation particularly affects the automotive industry as digitalization has become the most important phenomenon since the creation of the industry. Managers in automotive companies need to thus become active in implementing strategic changes and utilize digital opportunities. For this, managers must apply their dynamic managerial capabilities to sense and seize digital opportunities and to transform the company. Research Problem: Despite the wide literature on dynamic capabilities, dynamic managerial capabilities, and digital transformation, research on these three concepts’ interlinkages is underdeveloped. There is furthermore little evidence on how the interaction of the underpinnings of dynamic managerial capabilities at an organizational level affect strategic change and performance in a changing environment. Research Purpose: The purpose of this study is to deepen the understanding of an automotive company’s development of dynamic managerial capabilities to facilitate its digital transformation. It aims at showcasing how managerial cognition, social capital, and human capital are relevant to sense, seize, and transform for digital transformation. A framework is developed to visualize the respective interlinkages. Research Question: How can dynamic managerial capabilities facilitate an automotive company’s digital transformation? Research Method: This study uses a qualitative approach. An in-depth case study aiming for theory-elaboration was conducted at Volvo Group. Data was purposefully collected through interviews, observations, and internal documents, and then analyzed through a thematic analysis. Conclusion: This paper’s main contribution lies in the application of dynamic managerial capabilities in the context of digital transformation. Our findings suggest that all dynamic managerial capabilities are important for sensing, seizing, and transforming for digital transformation. We find managerial cognition to be vital throughout all the dynamic capabilities steps, whereas managerial social capital has strong influence on the sensing stage. Managerial human capital in terms of industry experience plays a major role for the seizing and transforming stages of digital transformation. Our results indicate that it is important to build teams with complementing dynamic managerial capabilities to facilitate organizational digital transformation.

Large European auto manufacturers are responsible for being at the forefront when the industryis advancing towards a more sustainable practice. However, there is a problem with assessing companies´ sustainability performance because it can be camouflaged through low-quality reporting, preventing stakeholders from scrutinizing companies’ commitment to sustainable development. Instead, a substantive reporting practice where companies show their actualsustainability performance through high-quality reporting is preferable. Nonetheless, existing research fails to explain the changes in sustainability reporting practices, as there is limited research focusing on European auto manufacturers and much of the research only covers one specific point in time. This thesis will investigate changes in the disclosure quality of 4 large European auto manufacturers over five years and answer how their sustainability reporting practices have changed by analyzing 20 sustainability reports through quantitative content analysis. The findings signal a move toward more substantive sustainability reporting where two companies significantly increased, and two had minor advancements. It indicates less camouflaging of sustainability performance which is crucial to promote sustainable development and provide incentives to transition towards sustainable practices. However, the information did not become more accurate, which caused concerns as auto manufacturers may have found other ways to camouflage sustainability performance.

På grund av teknikens snabba utveckling behöver företag utveckla sina förmågor inom bevakning och analysering av ny information för att på så sätt få eller bevara försprånget gentemot sina konkurrenter. Många företag har en bristande strategi när det kommer till marknadsanalyser och företagen behöver idag förbättra sin utvärdering av verksamheten, marknaden och konkurrenterna. Syftet med detta arbete är att undersöka processen då ett företag ska hitta, studera och integrera ny teknik. Vidare ämnades det undersökas vilka utmaningar som finns för dessa processer och vilka metoder som används för att ta sig runt dessa. Frågeställningarna besvarades genom att inledningsvis upprätta ett teoretiskt ramverk av referenser och undersöka ämnet genom litteraturforskning för att få en grundläggande förståelse. Teorin jämfördes med en empirisk studie baserad på semistrukturerade intervjuer av verksamma på ett företag inom fordonsindustrin. Resultatet av studien visade att respondenterna inte använder sig av en bestämd systematik för omvärldsanalys och insamling av information utan snarare baserar sina metoder på det som passar bäst individuellt. Det finns utmaningar för nyanställda att hitta sin egen metodik och det finns även andra utmaningar såsom att specifika problem är svåra att hitta information om samt att företagets sekretess försvårar informationssökningen. För att effektivisera omvärldsanalysen och informationssökningen beställer företaget in produkter från konkurrenter som analyseras. Det tas även hjälp av intern expertis för att få utökad kunskap inom ett visst ämne. AI kan komma att bli ett viktigt verktyg för insamling av information i framtiden men är idag ej tillämpbart inom vissa organisationer på grund av företagssekretess. / Due to the rapid development of technology, companies need to develop their capabilities in monitoring and analyzing new information in order to gain or maintain an advantage. Many organisations lack strategies when it comes to market analysis and are in need to improve their evaluation of business, market and competitors. The purpose of this work is to investigate the process when an organisationsearches for, studies and integrates new technology. Furthermore, the work aims to investigate which challenges exist for these processes and which methods are being used to ease these challenges. The questions were answered by initially establishing a theoretical framework of references and researching the topic through literature research to gain a basic understanding. The theory was then compared with an empirical study in the form of views from interviews of employees at a company in the automotive industry based on a semi-structured interview survey. The results of the study showed that the respondents do not use a specific system for intelligence analysis and gathering information, but rather base their methods on individual preferences. There are challenges for new employees to find their own methodology and other challenges such as specific solutions are difficult to find and that the company's confidentiality requirements obstruct the search for information. In order to streamline the analysis of the environment and the search for information, the company orders products from competitors that are analysed. Internal expertise is also used to expand their knowledge within a certain subject. AI may become an important tool for gathering information in the future, but as of today it may still be an issue using it as a tool due to corporate confidentiality.

Kamaxeln är en mekaniskt roterande komponent som återfinns i de flesta motorer och somtillverkas på avdelningen DM på Scania Södertälje. Scania lägger stor vikt vid produktivitet och trots goda resultat når linan ännu inte upp till de av företaget uttalade produktivitetsmålen. Arbetets syfte var att undersöka detta och föreslå produktivitetshöjande åtgärder. Centralt för arbetet var de tre måtten OPE, OEE samt JPH. De två tidigare är mycket lika varandra och är representationer av hur väl linan producerar mot sin teoretiska kapacitet medan det senare är ett mått på denna kapacitet. Vikt lades även vid principerna för Scania Production System verktyg så som Lean och Value stream mapping. Det nuvarande systemet för loggning av störningar diskuteras även mot det under implementering. De tre måtten OPE, OEE och JPH beräknas för de senaste 12 månaderna. Utöver detta genomförs verkstadspraktik, litteraturstudie och intervjuer för att sammanställa den information som krävs för analysen. Data från de olika källorna sammanställs för att sedan diskuteras i relation till produktiviteten. Resultaten tyder på tre tydliga slutsatser. Mer tid än nödvändigt planeras för produktionen vilket leder till lågt utnyttjande av produktionstiden. Standard för ett flertal arbetsmoment är otillräcklig eller efterföljs ej vilket försvårar analys och sänker produktivitet. Därutöver kommer det nya systemet förenkla loggning av störningar förutsatt att tydlig standard sätts upp för hur detta ska användas. Slutligen rekommenderas att man höjer planeringskapaciteten, att standard ses över och omarbetas samt att åtgärder tas för att säkerställa att det nya systemet utnyttjas på bästa sätt. Det föreslås även framtida arbete att göra om analysen efter att det nya systemet implementerats samt om planeringskapaciteten höjs. / The camshaft is a mechanically rotating component found in most engines and manufacturedat one of the lines at Scania Södertälje. Scania highly values productivity and despite some of the better results the Camshaft-line still does not live up to the productivity goals of the company. The purpose of this thesis project was to evaluate why that is and to bring forth suggestions of how higher productivity can be achieved. Integral to the work were the three productivity measures OPE, OEE and JPH. The first two measure the productivity of the line against its capacity while the latter measures said capacity. Actions were also taken to ensure that the Scania Production System guidelines were followed and tools such as Lean and Value Stream Mapping were used to help guide the work. The current software for logging stops was also analysed and discussed in relation to the new system currently undergoing implementation, EBBA. The three productivity measures OPE, OEE and JPH were calculated for the last twelve months. The information received from this was then supplemented with workshop practice, a literature study as well as interviews with Scania employees. All data was compiled and discussed in relation to its effect on productivity. The result was three clear conclusions. More production time than necessary is planned, resulting in low utilization. Many of the day to day standards are not sufficient or respected, resulting in difficulties in analysis and lower productivity. Also, the new system will simplify logging of stops assuming clear standards are set up for how this is to be used. Finally recommendations are made that the planning capacity is increased, that the standards are reworked and efforts are made to ensure the new system is used to its full potential. It is also suggested that further work is done by redoing the analysis after implementation of the new system as well as if the planning capacity is increased.

Aims and Objectives of Research. 1. To develop a ¿one stop¿ generic decision making matrix (Outsourcing Decision Model) that provides the necessary clarity into defining whether an organisation should proceed with an outsourcing initiative or not. This would be based upon a distillation of existing models and reviewed literature. With the recognition that there may be subsequent advantages following the process, the model will include not only these but a means of evaluation in order to ascertain whether or not an outsourcing initiative may be or was successful or not. This latter aspect must logically be viewed as very important as an outsourcer must be aware of the benefits and also whether or not they were achieved. In addition, the model would include sufficient guidance with potential supporting metrics and their application. 2. To validate the Outsourcing Model through specific case studies using a triangulated approach in comparing the selected automotive OEM with some of its major competitors. Within the context of the case study, the research would also attempt to understand how the subject outsourcing organisation compares to its major competitors in equivalent comparable products and whether or not this reflects in the success of these companies. This case study not only provides a means of reinforcing the remaining case studies by using a triangulated method of application to the research developed outsourcing decision model but also provides a deeper understanding of the context of the supplier and competitors within the industry. 3. To test, via case studies the effect of specificity relating to the outsourced end product rather than the outsourced entity. This aspect provides the deepest application to the researched outsourcing decision model and therefore the most comprehensive validation. In addition, because the case studies are retrospective, they have the benefit of providing data to establish the level of success. This would be very important, particularly as it would enable a focus on particular criteria that failed to highlight a particular outcome and therefore provide a chance to make amendments. Low specificity is a well established criterion in defining an outsourced entity which is reflected within the body of the research. The further extension of this theory towards the outsourcing of and outsourced entity related to an established previously outsourced commodity is a new concept with no identifiable literature or evidence relating to its importance. The fact that it provides an element within the research that is potentially unique and carries no extra task burden it has been captured as an added element within the two important validation case studies: 4. To evaluate if outsourcing performance can be enhanced through the introduction of a second supplier into a single supplier sourcing situation. Subsequent to outsourcing, this aim and objective focuses upon the possibility of enhancing performance through the introduction of a second supplier. Particularly in cases whereby expertise may have been lost from an outsourcer, ultimate results relating to the outsourced entity may be compromised through either opportunism or diminished supplier performance. Whether these aspects are deliberate or unintended, an outsourcer should have some means of mitigating this risk. This mitigation may potentially be enabled through the use of a second supplier in order to provide a degree of competition. 5. To identify a link between Specificity, Commonality and Platform Sharing. The Author's professional role was very heavily based around the modern practices within the Automotive Industry. Outsourcing, platform sharing and commonality are well publicised strategies that have been adopted by various car manufacturers in order to gain efficiencies. Research was carried out in order to provide a better understanding of these strategies and to establish if there is any link between them. A confirmation of any linkages may then provide potential for establishing greater synergies between them. / Ford Motor Company Ltd.

There are more men than women who hold managerial positions in the Swedish labor market. Leadership has historically been associated with masculinity. Previous research has shown that, as a consequence female managers in male-dominated industries need to display masculine attributes in order to be accepted as leaders. The automotive industry is an excellent case of such an industry, while research has shown that the car is strongly associated with masculinity. Therefore, we will use the automotive industry as our area of study. The purpose of the study is to investigate the opportunities and challenges that female managers face in the industry, as well as their experience of the social climate. To collect empirical data, we used semi-structured interviews with some of the most powerful female managers in the Swedish automotive industry. The result is analyzed based on West and Zimmerman’s “Doing gender” theory, and Goffman's dramaturgical perspective and his concepts of facade and regions. The result is also analyzed based on Kanter's frequency structure and her concept of homosocial reproduction. The study's results show that challenges in the female managerial role can include expectations, homosocial reproduction, and affirmative actions. The result also shows that affirmative actions can create opportunities. Other opportunities the female managers face are visibility and the potential to introduce soft values in the automotive industry. Finally, the study shows that the social climate in the automotive industry has changed over the years. / Det är betydligt fler män än kvinnor som besitter chefspositioner på den svenska arbetsmarknaden och ledarskap har historiskt associerats med maskulinitet. Tidigare forskning belyser att en följd av detta har blivit att kvinnliga chefer inom mansdominerade branscher behöver uppvisa maskulina attribut för att bli accepterade som ledare. Forskning belyser även att bilen ses som en maskulin teknologi. Därför anser vi det intressant att ha motorbranschen som studieområde. Syftet med studien är att undersöka vilka möjligheter och utmaningar kvinnliga chefer inom motorbranschen upplever, samt deras upplevelse av det sociala klimatet. För att samla in empiri genomfördes semistrukturerade intervjuer med de mäktigaste kvinnliga cheferna inom motorbranschen. Resultatet analyseras utifrån teorin Doing gender, Goffmans Dramaturgiska perspektiv och hans begrepp fasad och regioner, samt Kanters frekvensstruktur och begreppet homosocial reproduktion. Studiens resultat belyser att utmaningar i den kvinnliga chefsrollen bland annat kan vara förväntningar, homosocial reproduktion och kvotering. Ett annat resultat är att kvotering kan skapa möjligheter. Andra möjligheter de kvinnliga cheferna möter är synlighet och potentialen till att implementera mjuka värden i motorbranschen. Slutligen kommer studien fram till att det sociala klimatet inom motorbranschen har förändrats genom åren.

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Background: Digital transformation has become crucial for success in the global automobile industry. Emerging digital technologies are imposing new challenges and offering new opportunities to automotive firms and are fuelling the business model innovation in the global automotive sector. This research study explored the nature of business model innovation during the digital transformation process and the dynamic capabilities that automobile organizations need to build for successful transformation. Research Question: How could digital transformation-driven business model innovation be successful by building dynamic capabilities, and what key lessons could be learned from Volvo- a Swedish automobile manufacturing company? Conceptual Framework: Dynamic capabilities theory provides a theoretical basis to understand how digital transformation-led business model innovation encourages automotive firms to build their dynamic capabilities to ensure survival and dominance in the quickly changing market. Methodology: A qualitative empirical research study is conducted on chosen case organization- Volvo. The thematic analysis of 10 interviews conducted with the Volvo managers yielded some interesting insights. Conclusion: Volvo is proactive in adopting emerging digital technologies (like IoT, big data, artificial intelligence, augmented reality, etc.) to keep pace with changing world. Volvo actively builds its dynamic capabilities to invest in the emerging business model innovations fuelled by the digital transformation, which enables the firm to maintain its digital dominance. When automotive organizations build dynamic capabilities, it lays a strong foundation for business model innovations. Dynamic capability framework can be a useful guidance tool for building organizational capabilities in a digital transformation context.

Circularity is a trending topic in research and in marketing documents from companies, as this notion is essential to move towards sustainability. However, there is no tool assessing the circularity of a manufactured product at a meso-level, i.e. on the product’s perspective, even though the same kind of tools exists for environmental impact. Such a tool could be very relevant to use at different stages of product development or even to harmonize the circularity indicators used by stakeholders at different levels, who are currently communicating using different metrics. To fill this research gap, a framework is proposed to measure circularity of Swedish automotive products, as road transportation is one of the sectors with the highest environmental impacts in Europe. Three indicators have been proposed to monitor circularity around industrial waste, energy use and electronic materials waste, building the foundations for a circularity monitoring framework. These three indicators are combining measurements and strategies from scientific literature as well as good practices from Swedish automotive industries. The indicators have been tested using representative data from online sources and assumed datapoints, the results of these simulations have been assessed by experts from the industry. They confirmed that such a tool would be relevant as it shows areas of improvement to increase the circularity of a product. Using only data available online and the framework developed, the industrial waste indicator of a representative product from the Swedish automotive industry has been calculated to be 38% with an accuracy of 66%, showing the ease of use of the tool developed. Energy and electronic waste indicators have been calculated to be 7.7% and 24% respectively for the case studied. Results shows that value of indicators tend to decrease with the accuracy increasing, which highlights the importance of an accuracy measurement associated with it. More aspects could be added to the existing framework to have a complete picture of the circularity of a product, as the tool is flexible and adaptable, but results shows that it is already possible to use it in its current state of development and could help companies when making decisions about circularity. / Cirkularitet är ett trendigt ämne i forskning och i företagens marknadsföringsdokument, eftersom begreppet är viktigt för omställningen mot hållbarhet. Det finns dock inget verktyg för att bedöma en tillverkad produkts cirkularitet på mesonivå, dvs. ur produktperspektivet, även om det finns samma typ av verktyg för miljöpåverkan. Ett sådant verktyg skulle kunna vara mycket relevant att använda i olika skeden av produktutvecklingen eller till och med för att harmonisera de cirkuläritetsindikatorer som används av intressenter på olika nivåer, som för närvarande kommuniceras med hjälp av olika mått. För att fylla denna forskningslucka föreslås ett ramverk för att mäta cirkulariteten hos svenska bilprodukter, eftersom vägtransporter är en av de sektorer som har störst miljöpåverkan i Europa. Tre indikatorer har föreslagits för att mäta cirkulariteten för industriavfall, energianvändning och elektroniskt materialavfall, vilket utgör grunden för ett ramverk för mätning av cirkularitet. Dessa tre indikatorer kombinerar mätningar och strategier från vetenskaplig litteratur samt god praxis från svensk bilindustri. Indikatorerna har testats med hjälp av representativa data från onlinekällor och antagna datapunkter, resultaten av dessa simuleringar har bedömts av experter från industrin. De bekräftade att ett sådant verktyg skulle vara relevant eftersom det visar förbättringsområden för att öka en produkts cirkularitet. Genom att endast använda data som finns tillgängliga online har indikatorn för industriavfall för en representativ produkt från den svenska bilindustrin beräknats till 38 % med en noggrannhet på 66 %, vilket visar att det utvecklade verktyget är lätt att använda. Indikatorerna för energi- och elektronikavfall har beräknats till 7,7 % respektive 24 % för det studerade fallet. Resultaten visar att indikatorernas värde tenderar att sjunka med ökande noggrannhet, vilket understryker vikten av en noggrannhetsmätning i samband med detta. Fler aspekter skulle kunna läggas till i det befintliga ramverket för att få en fullständig bild av en produkts cirkularitet, eftersom verktyget är flexibelt och anpassningsbart, men resultaten visar att det redan är möjligt att använda det i dess nuvarande utvecklingsstadium och att det skulle kunna hjälpa företag när de fattar beslut om cirkularitet.