The Impact of E-Commerce Adoption on the Turnkey-Ready Truck Manufacturing Industry
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Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Modellbyggare
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Sammanfattning
The turnkey-ready truck manufacturing industry is experiencing significant disruptions
due to e-commerce adoption, revolutionizing traditional revenue models and prompting
companies to explore new revenue streams such as mobility solutions and smart digital
services. This transformation introduces the challenge of the "e-commerce paradox,"
which complicates profitability by making it difficult to achieve high profit margins
solely from service offerings. To address this and understand how companies can
maintain profitability in the evolving landscape, this study explores the impact of ecommerce
on revenue models through an interview-based approach at Volvo Trucks.
The findings, presented through archetypes, illustrate how value can be captured across
specific revenue models, showing a shift in user value from hardware and vehicle
specifications to factors like convenience, flexibility, and freedom from responsibility.
The study reveals that the potential for selling digital services as supplementary revenue
is significant across both traditional and innovative models, contingent on effective
distribution strategies. It underscores the importance of incorporating a value-based
pricing strategy when transitioning to innovative revenue models in the context of ecommerce.
A key theoretical contribution is the proposed value-driven product-service
framework that integrates e-commerce adoption, user value, and revenue models.
Overall, this study provides insights into how e-commerce adoption is reshaping
revenue models in the truck manufacturing industry, offering strategic guidance for
companies like Volvo Trucks to navigate this evolving landscape and ensure sustained
profitability in the digital era.
Beskrivning
Ämne/nyckelord
Key Performance Indicators (KPIs), Real-Time Data Access, Cloud-Based Systems, Supply Chain Operations Reference (SCOR) model, Lean and Agile supply chain, Technology Acceptance Model (TAM), AI in E-Commerce