Technological strategies of automakers and white goods manufacturers: a comparative analysis based on case studies

Abstract

The main objectives of this paper are to identify and analyze the Technology Strategies (TS) implemented by three car-engine assemblers and three assemblers from the home-appliance industry, and then compare the TS sets of this two segments. The findings suggest that TS adopted by the studied companies are similar regarding their prioritized Technology Capabilities, with differences being found among companies (from the same industry and between industries) concerning the efforts companies make for each capability. The recent experience (although distinct) of industry restructuring, changes in the degree of autonomy companies hold front their headquarters and the prioritization of similar strategic objectives, can be sources of explanation for the identified similarity. However, the trajectory of development followed by each industry, along with its intrinsic aspects, justifies the distinct efforts made for (similar) Technology Capabilities. As the main determinants that influence and differentiate the Technology Strategies, one can mention: products technological complexity, the policy of global products and R&D structure adopted by headquarters, operations competitive priorities and structural/relational aspects of supply chains.