Perspectives from the Pharma and Software Industry: Lessons for Management Accounting in the Automotive New Product Development

  • Typ:Master's thesis
  • Betreuer:

    Marc Wouters

  • Zusatzfeld:


  • 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.