Enhancing Innovation Opportunities to Create Uncontested Markets within the Mobility Industry: A Qualitative Study of Strategic Practices in the Connected and Emerging Mobility Landscape

Sammanfattning

The mobility sector is undergoing a rapid transformation driven by electrification, digitalization, and the emergence of software-defined vehicles (SDVs). This thesis investigates how companies operating within the connected vehicle segment can enhance their innovation capabilities to create and capture value in uncontested markets. Grounded in Blue Ocean Strategy and supported by theories of strategic foresight, ecosystem collaboration, and organizational readiness, the study develops a Strategic Navigation Framework tailored to firms navigating dynamic and uncertain environments. Using a qualitative, exploratory research design, the study draws on semi-structured interviews with key industry stakeholders, complemented by competitive analysis tools such as Porter's Five Forces and PESTLE. A single case company which is a global provider of connected vehicle services serves as the empirical basis for testing the framework. The findings indicate that long-term growth is not solely dependent on technological innovation but depends on a company's ability to align internal structures, anticipate market shifts, and build strategic partnerships. The developed framework synthesizes three aggregate-dimensions, these are organizational readiness, partnership strategy and strategic levers into a practical tool for identifying and enabling future market opportunities. The research contributes to strategic innovation literature by offering a contextualized and applicable model for companies seeking to lead in evolving sectors like mobility. It also highlights the importance of moving beyond incremental improvements, highlighting the need for collaborative and foresight-driven strategies in shaping new market spaces.