Digitalizzazione e valore per il cliente: evidenze dal settore dell'auto

The automotive industry represents an interesting context for analyzing the great opportunities for value creation that digital technologies offer to companies and their eco-systems. Companies in this industry have consistently responded with significant technological innovations to the challenges posed by an increasingly sophisticated demand. these growing needs now require continuous explorations of the potential impact of digitalization on the value offered to the market. In this perspective the research presented in the following pages analyzes the preferences expressed by a sample of potential buyers regarding the level of digitalization and conncectivity of the car that will "drive" the future. On the other hand, based on these preferences, it identifies four customer segments on witch companies can focus their marketing policies.