Business models in times of disruption: The connected and autonomous vehicles (uncertain) domino effect

The ongoing digitalization of the economy is challenging the value creation process in traditional business. In the mobility-related industry, the disruptive potential of Connected and Autonomous Vehicles (CAV) has the capacity to transform business models. However, great uncertainty exists regarding the technological evolution and social trends that will condition businesses in the near future. This paper intends to use contingency theory to shed light on this topic and better understand the enhancers and barriers that managers should deal with to create, deliver, and capture value associated to CAV. With this aim, the paper adopts a qualitative approach based on in-depth interviews with high-level managers from different industries. The findings suggest the importance of data management to better understand the needs of the customer and vehicle requirements so that differential value can be provided. Two potential solutions that have emerged are, first, the establishment of alliances between companies competing in different areas and, second, digital platforms in order to enhance customer experience and the evolution from B2C to B2B markets associated with growing servitization.