239 car parts manufacturers manufacturing design cars, trucks, vans, buses, fi nancial services (e.g. mercedes brands) mainly high-end brands mass market vehicle plants intellectual property brands dealers sales force marketing & sales manufacturing r&d vehicle sales vehicle fi nancing VP CR CH CS KP KA KR R$ C$ C$ city management fl eet management telematics management cleaning individual urban mobility without car ownership one-off sign-up city dwellers service team telematic systems smart fortwo car fl eet car2go.com mobile phone car2go parking lots car2go shops pick-up/drop-off anywhere systems management fl eet management pay per minute— $ 0.27 (all inclusive) VP CR CH CS KAKP KR R$ C$ Daimler car2go car parts manufacturers manufacturing design cars, trucks, vans, buses, fi nancial services (e.g. mercedes brands) mainly high-end brands mass market vehicle plants intellectual property brands dealers sales force marketing & sales manufacturing r&d vehicle sales vehicle fi nancing VP CR CH CS KP KA KR R$ C$ Daimler’s phased approach to business model innovation: Phase 1: Business model design within Daimler Innovation Department Phase 2: Field test of the concept run by Daimler Innovation Phase 3: Decision on organizational structure of new business model (integration versus separation) vis-à-vis relationship to established core business city management fl eet management telematics management cleaning individual urban mobility without car ownership one-off sign-up city dwellers service team telematic systems smart fortwo car fl eet car2go.com mobile phone car2go parking lots car2go shops pick-up/drop-off anywhere systems management fl eet management pay per minute— $ 0.27 (all inclusive) VP CR CH CS KA KP KR R$ C$ bmgen_final.indd 239 6/15/10 5:45 PM