Marc Wouters

2022

The automotive industry is facing unprecedented challenges in terms of technological innovation, state
policy pressure, and the emergence of new business models. Automotive Original Equipment Manufacturers (OEMs)
invest heavily in their research and development (R&D), but with increasing risks and a shifting focus towards
software development the industry needs to adapt, and with it the way it conducts management accounting in new
product development (NPD). We explore open innovation in the pharmaceutical industry for distributing R&D risks
to external partners and for leveraging their innovativeness. This study analyses pharmaceutical crowdsourcing,
consortia, innovation centers, and the in-licensing of intellectual property (IP). Based on these we suggest how and
where the automotive industry could implement such approaches, too. Further, we describe how Agile methods
modernize software development and we present a framework with which OEMs can benefit from Agile as well.