ASSIGNMENT BRIEF 1
Submission format and Instructions:
This assignment (Assessment 1 of 2) covers Learning Outcome 1&2 (LO1, LO2).
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This is an individual assignment.
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The submission format is in the form of a written assignment.
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Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Fail Grade is given when Plagiarism is identified
in your work. There are no exceptions.
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Your evidence/findings must be cited using Harvard Referencing Style. Please refer to Reference
guiding posted on Moodle.
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This assignment should be written in a concise, formal business style using Arial 12 or Times New
Roman 13 font size and 1.5 spacing.
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The word limit is 3,500 words (+/- 10%). If you exceed the word limit (excluding references and
administrative sections) your grade will be penalised.
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You MUST complete and submit a softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit.
Assessment Brief and Guidance:
Automotive Industry: the Age of mass production
[1]
Although steam-powered road vehicles were produced earlier, the origins of the automotive industry are
rooted in the development of the gasoline engine in the 1860s and ’70s, principally
in France and Germany. By the beginning of the 20th century, German and French manufacturers had
been joined by British, Italian, and American makers.
1.1 Developments before World War I
Most early automobile companies were small shops, hundreds of which each produced a few handmade
cars, and nearly all of which abandoned the business soon after going into it. The handful that survived
into the era of large-scale production had certain characteristics in common. First, they fell into one of
three well-defined categories: they were makers of bicycles, such as Opel in Germany and Morris in Great
Britain; builders of horse-drawn vehicles, such as Durant and Studebaker in the United States; or, most
frequently, machinery manufacturers. The kinds of machinery included stationary gas engines (Daimler of
Germany, Lanchester of Britain, Olds of the United States), marine engines (Vauxhall of Britain),
machine tools (Leland of the United States), sheep-shearing machinery (Wolseley of Britain), washing
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machines (Peerless of the United States), sewing machines (White of the United States), and woodworking
and milling machinery (Panhard and Levassor of France). One American company, Pierce, made
birdcages, and another, Buick, made plumbing fixtures, including the first enameled cast-iron bathtub.
Two notable exceptions to the general pattern were Rolls-Royce in Britain and Ford in the United States,
both of which were founded as carmakers by partners who combined engineering talent and business skill.
In the United States almost all of the producers were assemblers who put together components and parts
that were manufactured by separate firms. The assembly technique also lent itself to an advantageous
method of financing. It was possible to begin building motor vehicles with a minimal investment of capital
by buying parts on credit and selling the finished cars for cash; the cash sale from manufacturer to dealer
has been integral in the marketing of motor vehicles in the United States ever since. European automotive
firms of this period tended to be more self-sufficient.
The pioneer automobile manufacturer not only had to solve the technical and financial problems of getting
into production but also had to make a basic decision about what to produce. After the first success of the
gasoline engine, there was widespread experimentation with steam and electricity. For a brief period
the electric automobile actually enjoyed the greatest acceptance because it was quiet and easy to operate,
but the limitations imposed by battery capacity proved competitively fatal. Especially popular with
women, electric cars remained in limited production well into the 1920s. One of the longest-surviving
makers, Detroit Electric Car Company, operated on a regular basis through 1929.
Steam power, a more serious rival, was aided by the general adoption, after 1900, of the so-called
flash boiler, in which steam could be raised rapidly. The steam car was easy to operate because it did not
require an elaborate transmission. On the other hand, high steam pressures were needed to make the engine
light enough for use in a road vehicle; suitable engines required expensive construction and were difficult
to maintain. By 1910 most manufacturers of steam vehicles had turned to gasoline power. The Stanley
brothers in the United States, however, continued to manufacture steam automobiles until the early 1920s.
The internal combustion engine was developed already in 1859 by the Frenchman Lenoir, and was first
commercialized by the German Otto in 1878. These inventors regarded their engines as an alternative for
the steam engine, just as the electric motors which were emerging at the time were supposed to be. As
was already seen above, electric motors started to be used as a power source in factories as well as on
railway locomotives from the early 20th century onwards, thus indeed rapidly replacing the steam engine.
However, history had a completely differently role in mind for the internal combustion engine.
It was the financial director of Otto’s firm, Daimler, who started the application of the internal combustion
engine to bicycles, boats and carriages. Daimler set up his own firm, together with Maybach, thus starting
what is now known as the Daimler-Benz corporation. Daimler’s efforts led eventually to the concept of
the automobile, which was quickly adopted by other firms, initially mainly in Germany and France. In
1896, Henry Ford built his first ‘horseless carriage’ in the United States. In 1903, he set up a firm called
the Ford Motor Company, after he had earlier been engaged in the Henry Ford Company (which later
became Cadillac). The Ford Motor Company got caught up in a patent dispute, because Ford was accused
by the Association of Licensed Automobile Manufacturers to violate a patent they controlled (patent on
the gasoline-powered car). The law suite dragged on until 1911, when Ford, in appeal, won the case. In
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the mean time, the company had introduced the Model T in 1908, which, in its 18 years of existence would
sell more than 15 million times.
1.2 Mass production: The Ford 's Model T [2]
The outstanding contribution of the automotive industry to technological advance was the introduction of
full-scale mass production, a process combining precision, standardization, interchangeability,
synchronization, and continuity. Mass production was an American innovation. The United States, with
its large population, high standard of living, and long distances, was the natural birthplace of the technique,
which had been partly explored in the 19th century. Although Europe had shared in the experimentation,
the American role was emphasized in the popular description of standardization and interchangeability as
“the American system of manufacture.” The fundamental techniques were known, but they had not
previously been applied to the manufacture of a mechanism as complex as a motor vehicle (see work,
history of the organization of).
The kind of interchangeability achieved by the “American system” was dramatically demonstrated in 1908
at the British Royal Automobile Club in London: three Cadillac cars were disassembled, the parts were
mixed together, 89 parts were removed at random and replaced from dealer’s stock, and the cars were
reassembled and driven 800 km (500 miles) without trouble. Henry M. Leland, founder of the Cadillac
Motor Car Company and the man responsible for this feat of showmanship, later enlisted the aid of a noted
electrical engineer, Charles F. Kettering, in developing the electric starter, a significant innovation in
promoting the acceptability of the gasoline-powered automobile.
The mass-produced automobile is generally and correctly attributed to Henry Ford, but he was not alone
in seeing the possibilities in a mass market. Ransom E. Olds made the first major bid for the mass market
with a famous curved-dash Oldsmobile buggy in 1901. Although the first Oldsmobile was a popular car,
it was too lightly built to withstand rough usage. The same defect applied to Olds’s imitators. Ford, more
successful in realizing his dream of “a car for the great multitude,” designed his car first and then
considered the problem of producing it cheaply. The car was the so-called Model T, the best-known motor
vehicle in history. It was built to be durable for service on the rough American country roads of that period,
economical to operate, and easy to maintain and repair. It was first put on the market in 1908, and more
than 15 million were built before it was discontinued in 1927.
When the design of the Model T proved successful, Ford and his associates turned to the problem of
producing the car in large volume and at a low unit cost. The solution was found in the moving assembly
line, a method first tested in assembling magnetos. After more experimentation, in 1913 the Ford Motor
Company displayed to the world the complete assembly-line mass production of motor vehicles. The
technique consisted of two basic elements: a conveyor system and the limitation of each worker to a single
repetitive task. Despite its deceptive simplicity, the technique required elaborate planning and
synchronization.
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This was a process invention that was characteristic of the Taylorist way of producing. The assembly line
broke down the task of assembling an automobile into small parts and gave workers a standard (and small)
amount of time to carry out this task. The high productivity (and consequently, relatively low prices of
the final product) that was associated with this, led to rapid growth of the sales of the Model-T Ford,
leaving other automobiles brands (including versions based on different engines, such as electric motors
or steam engines) far behind.
The first Ford assembly line permitted only very minor variations in the basic model, a limitation that was
compensated for by the low cost. The price of the Model T touring car dropped from $950 in 1909 to $360
in 1916 and still lower to an incredible $290 in 1926. By that time Ford was producing half of all the
motor vehicles in the world.
Ford’s success inspired imitation and competition, but his primacy remained unchallenged until he lost it
in the mid-1920s by refusing to recognize that the Model T had become outmoded. More luxurious and
better-styled cars appeared at prices not much higher than that of the Model T, and these were increasingly
available to low-income purchasers through a growing used-car market. In Britain, William R. Morris
(later Lord Nuffield) undertook to emulate Ford as early as 1912, but he found British engineering firms
reluctant to commit themselves to the large-scale manufacture of automotive parts. Morris in fact turned
to the United States for his parts, but these early efforts were cut short by World War I. In the 1920s Morris
resumed the production of low-priced cars, along with his British competitor Herbert Austin and AndréGustave Citroën and Louis Renault in France. British manufacturers had to face the problem of a tax on
horsepower, calculated on a formula based on bore and the number of cylinders. The effect was to
encourage the design of small engines that had cylinders with narrow bore and long stroke, in contrast to
the wide-bore, short-stroke engines favoured elsewhere. This design handicapped the sale of British cars
abroad and kept production from growing. It was not until 1934 that Morris Motors finally felt justified
in installing a moving assembly line; the Hillman Company had preceded Morris in this by a year or two.
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Figure 1. Ford Model Ts
Completed Model Ts coming off the assembly line at the Ford Motor Company, Detroit, c. 1917. Credit: Library of
Congress, Washington, D.C. (digital no. 3b11564)
1.3 Spread of mass production
Ford’s assembly line appeared to be useful in other industries as well, and in the age of mass- production,
the system became the norm in many factories producing in mass volumes. From the point of view of the
worker, the system had important disadvantages, because it greatly decreased the quality of work. The
boredom associated with the repetitive tasks and the mental stress resulting from the steadily moving belt
were aptly characterized in Charlie Chaplin’s movie ‘Modern Times’ (1936), in which an assembly line
worker gets literally caught up in the machinery that controls his life.
This type of degradation of the quality of work was naturally opposed by the labour unions, which had
emerged since socialism slowly started to emancipate the labour class in the late 19th century. The
organization of workers into labour unions (traditionally stronger in Europe than in the United States) led
to a special mode of ‘regulation’ of labour relations, based on (often centralized) negotiations between
employers and unions. The unions sought to acquire a part of the increases in profits that was associated
with the increased productivity, and this led to a strong increase in wage levels in the industrialized world.
This, in turn, led to increased demand (workers spending their wages) for consumption goods, and
increased the virtual circle of scale economies and mass-production. The term ‘Fordism’ has been used
for this mode of regulation in the labour relations and the general socio-economic changes associated with
it.
The age of mass-production also provides a splendid example of the systems nature of technological
change, by means of the pervasive nature of mineral oil. Obviously, the success of the automobile driven
by an internal combustion engine crucially depended on gasoline, a product derived from mineral oil. In
the United States, oil had been in demand as a fuel from the mid 19th century onwards, but it was only in
the 1910s that the oil industry received an important stimulus with the application of the first cracking
process. The term cracking refers to a chemical reaction in which the heavy hydrocarbon molecules in
petroleum are broken up into lighter ones by means of heating, by applying pressure and possibly catalysts.
The end product consists of a mixture of light oils, heavy oils and a number of gasses.
Cracking was introduced commercially by Standard Oil in 1913. By that time, the large Standard Oil
company had been divided up into smaller parts, of which the Indiana part received a plant that employed
William Burton. Burton had been working on the cracking process in an R&D laboratory, and had built a
pilot plant in 1910. Although the experiments had been highly successful, the Standard Oil company had
refused to build a commercial plant applying the new technology, because of fears of explosions. The new
management, however, decided to build the plant in 1913, and the process became highly successful,
leading to further development of the technology involving also other oil companies.
During the 1920s, new types of cracking were discovered, including thermal cracking and catalytic
cracking. These new processes were applied as flow processes, whereas the Burton process is a batch
process. In a batch process, the costs of initiating and handling the reactions (e.g., reaching the desired
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temperatures, etc.) are much higher than in a flow process, where a constant stream of unrefined oil is
transformed continuously. These new methods of cracking greatly increased the productivity of oil
refining relative to the original Burton process, with savings in terms of raw material (petroleum), man
hours, capital investment and energy (all per gallon of gasoline produced).
The pervasive nature of mineral oil becomes clear when we realize that besides providing a major new
source of fuel, the cracking processes also proved to be an important stimulus for the development of
synthetic materials. Before cracking, known ‘plastic’ materials were confined to a small number of
variations. The first plastic material was developed in Britain by A. Parkes and called Parkesine. However,
apart from winning a bronze medal at the International Exhibition in 1862 in London, the product never
caught on. Celluloid, invented in 1869 by J.W. Hyatt in the United States, did become a commercial
success, but was to a large extent superseded by Bakelite. This substance was invented in the United States
in 1909 by the Belgian L.H. Baekeland.
The large scale rise of plastics became possible after it was realized that the (by-)products of the cracking
processes developed in the 1920s could be used to produce certain polymers (macromolecules made up
of chains of simpler molecules). Polymers on their turn are the basic input for most plastic materials used
nowadays. Thus, oil became a main source for both energy and material input in the age of mass
production. In accordance with what we saw in the case of, e.g., electricity and steam, however, the
inventive source for the widespread use of oil in this way lays relatively long back in history, i.e., the
1910s and 1920s. The widespread diffusion of the technological paradigm based on oil took place only in
the period after the second world war. The same holds for the process innovation part of mass production,
i.e., the assembly line and its further development.
Let us now turn again to the organizational changes associated with the technological changes that have
been discussed so far. The increased scale of production led to further growth of the size of companies.
The large conglomerate firms emerging under managerial capitalism in the previous period, now generally
extended their activities beyond the borders of the countries in which they were founded. This led to the
(further) rise of the multinational firm, which has offices and branches in many different countries. The
rise of the multinational company was greatly facilitated with the rise of interaction between countries due
to air travel (see the example of the Comet in chapter 1, Verspagen, 2000) and telecommunications
(telephone as well as mass-communication media such the television and radio).
International trade (imports and exports) and Foreign Direct Investment (FDI) are the two main modes
through which the multinational corporation works. Trade flows often take the form of intra-firm flows
(exports from one part of the firm to a part located in a different country), when the foreign affiliate of the
firm is primarily aimed at selling and marketing products in a local market. FDI takes place when the firm
physically locates its production in a different country, for example because it wants to make use of low
wages, or because it wants production to be carried close to the final market (so that the production process
keeps close contacts with the local market and the product can be tailored to local preferences).
1.4 Large-scale organization
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Although the appearance of mass production in the automotive industry coincided with the emergence of
large-scale business organization, the two had originated independently. They were related, however, and
influenced each other as the industry expanded. Only a large firm could make the heavy investment in
plant and tooling that the assembly line required, and Ford was already the largest single American
producer when it introduced the technique. The mass producer in turn enjoyed a cost advantage that tended
to make it increasingly difficult for smaller competitors to survive. There have been exceptions, but the
trend has been consistent.
General Motors
General Motors Corporation (GM), which ultimately became the world’s largest automotive firm and the
largest privately owned manufacturing enterprise in the world, was founded in 1908 by William C.
Durant, a carriage manufacturer of Flint, Michigan. In 1904 he assumed control of the ailing Buick Motor
Company and made it one of the principal American producers. Durant developed the idea for a
combination that would produce a variety of models and control its own parts producers. As initially
formed, General Motors included four major vehicle manufacturers—Buick, Cadillac, Oldsmobile, and
Oakland—and an assortment of smaller firms. The combine ran into financial trouble in 1910 and was
reorganized by a financial syndicate. A similar combination, the United States Motor Corporation, was
formed in 1910, collapsed in 1912, and was reorganized as the Maxwell Motor Company. General Motors
survived. A new reorganization took place after Durant, with backing by E.I. du Pont de Nemours and
Company, regained control in 1916. Durant, who had previously established the Chevrolet Motor
Company, brought Chevrolet into GM in 1918.
Rise of the Big Three
At the end of World War I, Ford was the colossus, dominating the automotive scene with the Model T not
only in the United States but also through branch plants throughout the world. British Ford was the largest
single producer in the United Kingdom. GM was emerging as a potential major competitor in the United
States. No other automotive firms of comparable size existed.
During the next decade there was a striking transformation. The depression of 1921 had far-reaching
effects on the American automotive industry. GM was plunged into another financial crisis. Alfred P.
Sloan became president of the corporation in 1923 and raised it to its unchallenged first place in the
industry. Among other steps, he gave GM a staff-and-line organization with autonomous manufacturing
divisions, which facilitated management of a large corporate structure and became the model for other
major automotive combinations. Henry Ford also went through a crisis because the 1921 crash caught him
involved in the construction of a large new plant (River Rouge) and in the process of buying out his
stockholders. Ford weathered the storm (though many of his dealers, unable to sell cars and not permitted
to return them, went out of business), but the Ford Motor Company had reached its crest.
The third member of the “Big Three” automotive manufacturers in the United States was created at this
same time. When the Maxwell Motor Company failed in the 1921 depression, Walter P. Chrysler,
formerly of General Motors, was called in to reorganize it. It became the Chrysler Corporation in 1925
and grew to major proportions with the acquisition of the Dodge Brothers company in 1928. When Ford
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went out of production in 1927 to switch from the Model T to the Model A (a process that took 18 months),
Chrysler was able to break into the low-priced-car market with the Plymouth.
The independents
By 1929 the Big Three supplied three-fourths of the American market for motor vehicles; most of the
remainder was divided among the five largest independents—Hudson, Nash, Packard, Studebaker, and
Willys-Overland. In less than 10 years the number of automobile manufacturers in the United States
dropped from 108 to 44. Some of the minor carmakers had technological or personal interests,
including Nordyke and Marmon, makers of Marmon luxury cars, and E.L. Cord, who marketed frontwheel-drive cars between 1929 and 1937. The depression years of the 1930s eliminated all but the largest
independent manufacturers and increased still further the domination of the Big Three. Motor vehicle
production declined from a peak of more than five million in 1929 to a low of just over one million in
1932. It rose again slowly but had not returned to the 1929 figure when World War II broke out.
While these years were difficult economically, they saw some significant developments within the
industry. Greater emphasis was placed on style in passenger-car design, with the general trend in the
direction of incorporating the body, bumpers, and mudguards into a single pattern of smoothly flowing
lines. A number of technical features came into general use: the V-8 engine, introduced by Ford in 1932;
three-point engine suspension; freewheeling (permitting the car to coast freely when the accelerator was
released); overdrive (a fourth forward speed); and, on a limited scale, automatic transmission.
------End of the scenario-----Notes:
1. Sources of the case:
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Binder, A.K. Automotive Industry. Retrieved from: www.britanica.com
Verspagen, B (2000), The Economics of Technological Change: A text book for engineering and
economics students, Eindhoven: Eindhoven University of Technology. (Chapter 1)
2. Student should do search and study for the Model T, some sources are as:
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Ford Corporation: https://corporate.ford.com/articles/history/the-model-t.html
Britanica: https://www.britannica.com/technology/Model-T
Wikipedia: https://en.wikipedia.org/wiki/Ford_Model_T
Questions:
Freeman makes a distinction between five technological revolutions in the history of modern capitalism.
These are outlined in Table 1, along with some characterizing features for each of them. The history
starts with the Industrial Revolution, which can be dated around 1780 (all the dates are necessarily
crude). Since then, five major technological revolutions pass, of which the last one - the Age of Mass
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Production - associated with the Automotive Industry (described in the table 1). Each of these
revolutions is characterized by a small number of carrying basic innovations, together constituting a
technological paradigm. Two particularly important features of these technological paradigms are given
by the transport system, and the energy system to some extent.
Table 1. Technological Revolutions
Timing
Revolution
Transport systems
Energy systems
1780-1840
Canals, carriages
Water power
1840-1890
Industrial Revolution: mechanization of
textiles
Age of steam power and railways
Railways
Steam power
1890-1940
Age of electricity and steel
Railways
Electricity
1940-1990
Age of mass production
Motor vehicles, Airlines
Fossil fuels
Source: Verspagen (2000, p.62)
Question 1: The history of technological revolution in automotive industry is bound with initial invention
of full-scale mass production, followed by radical innovations in motor vehicle and energy system, and
incremental innovations in particular products. Highlight the inventions and innovations in the
automotive industry. Determine the difference between (1) inventions of technological breakthroughs
and (2) major innovations and (3) minor/incremental innovations.
Question 2: Analyze the different sources of innovations related to the Ford's Model T:
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Describe the different functional sources of the innovations related to these products, using
theory of von Hippel (1988).
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Evaluate how these sources of innovation help the firms to generate new-product innovations.
Question 3: Using the models of demand-pull and/or technological push to explain the interaction of
technology and business performance in making Ford's Model T. Did the Ford get the ideas for
innovations from the customers or it were the firms’ engineers who recognizes that a specific piece of
new technological knowledge resulted in the firms’ new products? Provide your analyses to prove your
arguments.
Question 4: Explain how Ford’s organisational vision, leadership, culture shaped the company
innovations and commercialisations toward Model T.
Question 5: Analyze the competition between Ford' Model T and Morris Motors' cars:
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Build the S-cures for Ford's Model T and Morris Motors's Car (S-curves for established
technology and for New rival).
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How was the performance of Ford's Model T improved over time?
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When was Ford's Model T challenged by a rival technology of Morris Motors? Describe these
rival technologies and explain how was the rival technology introduced at time T1 in the S9
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curve?
How was the performance of the Ford's Model T by the time T1 when the rival technology first
enters the market?
Did Ford's Model T still enjoy performance or cost advantage?
Apply the 4Ps of innovation and the innovation funnel to understand how it shapes innovations
in Ford's Model T. Give your analysis.
Question 6: What matters for the success of the Ford's Model T? What did Ford do to take the position
of market leader and to maintain their advantage? Explain how does Ford manage and successfully
their techonological innovation with tremendous effects on the nature of competition. Explain
developments in frugal innovation and provide your evaluation of how it is used in an organisational
context of Ford's Model T.
Note: student could enrich evident and data for their analysis by searching on the internet, do
remember to cite the source of information.
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