CAMA – Concept

Automobile manufacturers and suppliers operating internationally need a dynamic automotive management focusing on seven dynamic strategies:

  • a systematic risk management,
  • a systematic crisis management,
  • an efficient price premium management,
  • a coordinated multi-market management,
  • a systematic cooperation management,
  • a management for developing competence in the horizontal competition (with direct competitors) and
  • a management for developing competence in the vertical competition (between manufacturer and supplier)

The CAMA concept is based on the research at the Zeppelin Chair for International Management and has begun on the Zeppelin University in Freidrichshafen. Now the work continues on the Chair for "ABWL & Internationales Automobilmanagement" at the university Duisburg-Essen. The result have been summarized and specified in two books:

Dynamische Strategien – Vorsprung im internationalen Wettbewerbsprozess (textbook) Dynamisches Automobilmanagement (based on the textbook)
The aim of the book is to develop strategic management that has so far largely been static and to point out a dynamic perspective of strategic management which starts at changes in the corporate environment, changes in the behavior of competitors or at the loss of competence. When dealing with such changes, dynamic strategies that can provide an advantage are necessary: when competing for the most efficient adjustment to the environment, when competing for market share and in the race for competence. Since market changes affect automobile companies much more directly than the new economy, their immobility is becoming more and more a weakness. Economic and technologic changes in the environment, the competition in the oligopoly and the race for competence entail risks for which neither the manufacturers nor the suppliers are sufficiently prepared. These risks and weaknesses lead to decreasing returns and increasing costs. As analysts are already punishing the automobile industry today due to its low profit margins, there is urgent need for action. The book describes a dynamic automotive management. Based on seven dynamic and well-accounted for strategies automobile manufacturers and suppliers can improve their competitive position and increase their profit margins. They help to achieve the competitive advantages, low costs and/or differentiation as well as strategies for product innovation that have been aimed at by applying static strategies so far.

Dynamische Strategien
Vorsprung im internationalen Wettbewerbsprozess (Lehrbuch)
Dynamisches Automobil-

(auf der Grundlage des Lehrbuches)
Buchbesprechung "Dynamisches Automobilmanagement"
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