Dominik KilianManagement des Preispremiums bei langfristigen, tiefgreifenden technologischen Veränderungen

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Long-term disruptive technological changes, such as the transition of the automotive industry to electromobility, can lead to an erosion of differentiation and technological advantages and thus also to a decrease of an existing price premium.

Current research in this field explains how to secure a price premium in largely stable markets, while markets facing devaluation due to disruptive technological changes have so far not been adequately addressed.

Using a theory-driven approach, this book investigates different strategies for securing and re-defining a price premium in markets destabilized by such long-term disruptive technological changes. Furthermore, this book explains that these strategies underscore a distinct need for improvement and innovation of current business models.

These theoretical assumptions will be proven in four case studies using the example of German car manufacturers in their transition to electromobility. Finally, this book provides management implications and recommends guidelines for car manufacturers on how to secure and re-define a price premium in the automobile industry as it transitions to electromobility.