Digital Disruption and its Effects on the Automotive Industry

This report analyzes the impact of digital disruption on the automotive industry. It defines digital disruption, explaining how new technologies and business models reshape markets and the need for re-evaluation. The report focuses on the automotive sector, detailing the rapid technology-driven transformation and implications for marketing, emphasizing customer experience and the shift towards digital processes. It explores the effects of digital disruption on job types, highlighting the need for new skills such as creativity, problem-solving, data analysis, and IT proficiency. The report also includes an online research questionnaire and a discussion guide for face-to-face interviews with industry professionals, outlining the structure of the interview to gather insights on awareness, perception, and impact of digital disruption, and concludes with a list of references.

DATA INSIGHTS

DIGITAL DISRUPTION
 Digital Disruption can be defined as the change that occurs when any new digital
technology or any new business model affects the value proposition of the existing
goods and services within a particular industry.
 The term disruption is used because the emergence of new digital products or services
or business disrupts the existing market and can cause the need of re-evaluation.
 Digital disruption is a broad way to describe the various changes that have an effect
on the markets of technology and other related markets.
 Digital disruption takes place when any advancement in technology changes current
markets and the societies

IMPACT OF DIGITAL DISRUPTION
ON AUTOMOTIVE INDUSTRY
 Markets of automotive industry is undergoing a rapid technology driven
transformation and also there are major implications for marketing.
 Creativity and innovation for modern future cars brands is totally about the customer
experience which includes all product development and marketing process.
 Car companies have become customer centric and OEMs have started to implement
the changes within their car models and are not hypothetical any more.
 As there has been sift towards digital process, old process does not work at all and at
present automotive companies have to go out and find what actually people want
within the cars.

DIGITAL DISRUPTION IN TERMS OF
TYPES OF JOBS WITHIN THE
SECTOR AND SKILLS REQUIRED
 Digital disruption means that there is a change in the technologies within the industry,
and this mean that an individual have to gain knowledge about the change which
takes place within the automotive sector
 When there is a change in the technology it has huge impact on the various job types
like change from non digital interior to digital interior have effected the job of car
interior designer as it is required to change interior design of the car and make it more
digital.
 There are various skills which are required for performing jobs in automotive sector
some skills are mentioned below

CONT..
 Creativity; employees in the automotive sector should be creative and innovative so that he/she
should be able make creative changes to meet the customer needs.
 Problem Solving skills; An employee should be able to solve the technical problems which may
arise in the future.
 Ability to analyse and interpret data.
 Ability to work within the budgets and deadlines.
 Should have excellent Math and Information technology skills.
 Should have good presentation and communication skills.
 Should be able to plan and prioritise the tasks.
 Motor skills; able to provide repair techniques and should be able to operate various equipment.
 Critical thinking; automotive employee should be able to diagnose the various types of
automotive failures both mechanical and technical.

ONLINE RESEARCH QUESTIONNAIRE
Name:
Age:
Gender:
Designation:
Q:1. Are your aware of the concept of digital disruption?
•Yes
•No
•May be
Q:2. Are you facing challenging due to c digital disruption?
•Yes
•No
•May be
Q:3. Have digital disruption effected your performance in the organisation?
•Yes
•No
•May be
Q:4 Do you think that digital disruption is beneficial for businesses?
•Yes
•No
•May be

CONT..
Q:5. Is there a need of improving your skills and knowledge due to digital
disruption?
•Yes
•No
•May be
Q:6 Have you gained skills and knowledge due to digital disruption?
•Yes
•No
•May be
Q:7. Have your organisation successfully implemented technical changes?
•Yes
•No
•May be
Q8: What is your opinion on digital disruption?
Ans:
_______________________________________________________________________
_______________________________________________________________________
____________

DISCUSSION GUIDE FOR USE IN
FACE TO FACE INTERVIEW WITH
THE INDUSTRY PROFESSIONAL
 An interview will start with the topic “awareness of digital disruption and that
person’s perception of it and its impact on their job and career”, which will form the
basis of interview's question and answer session.
 There will discussions on the topics like discussions about the topic, its impact on the
organisation, impact on the employees etc.
 Then after a discussion about the topic then interview from discussion to specific
questions where the question will asked related to the topic and questions will be
answered to the point

CONT..
 Questions and answer session will start with the softball questions in order to make
the environment comfortable and get in the habit of speaking.
 Once standard questions are over then it will be time to move on the questions which
are specific and challenging.
 This can help in sharing of information and clearing the typical concepts on the topic.
 There will be types of questions that will be asked one open ended questions and
close ended question.

CONT..
 First close ended questions will be asked which can make the discussion more
specific and finally interview will move towards open-ended questions which may be
difficult for the automotive professional to answer.
 At the end interview will be closed with the professional about the its opinions and
the recommendations that a automotive professional wants to give over the topic and
this will act as the end note of the interview session.
 So, this will be the guideline for face to face interview with an industry professional

REFERENCES
Books and Journals
 Gilbert, R.J., 2015. E-books: A tale of digital disruption. Journal of Economic
Perspectives.29(3). pp.165-84.
 Weill, P. and Woerner, S.L., 2015. Thriving in an increasingly digital ecosystem. MIT
Sloan Management Review. 56(4). p.27.
 Provost, M., Allan, K. and Tanner, M. C., 2018. Awareness and Preparedness of IT
managers to digital disruption: A South African Exploratory Case Study. The African
Journal of Information Systems. 10(4). p.2.
 Bughin, J. and Van Zeebroeck, N., 2017. Does digital transformation pay off?
Validating strategic responses to digital disruption. In Academy of Management
Proceedings(Vol. 2017, No. 1, p. 15155). Briarcliff Manor, NY 10510: Academy of
Management.
 Online
 Digital disruption and the future of the automotive industry. 2019[Online].Available
Through: <https://www.ibm.com/multimedia/portal/H752407R29967B14/IBMCAI-
Digital-disruption-in-automotive.pdf>

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