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UNIVERSITA’ DEGLI STUDI DI PADOVA DIPARTIMENTO DI SCIENZE ECONOMICHE ED AZIENDALI “M.FANNO” CORSO DI LAUREA MAGISTRALE IN BUSINESS ADMINISTRATION TESI DI LAUREA Maker Movement and Automotive 4.0: analysis of the New Industrial Revolution enhancing Product Customization RELATORE: CH.MO PROF. Eleonora Di Maria LAUREANDA: Francesca Calicchia MATRICOLA N. 1174903 ANNO ACCADEMICO 2018 – 2019 Il candidato dichiara che il presente lavoro è originale e non è già stato sottoposto, in tutto o in parte, per il conseguimento di un titolo accademico in altre Università italiane o straniere. Il candidato dichiara altresì che tutti i materiali utilizzati durante la preparazione dell’elaborato sono stati indicati nel testo e nella sezione “Riferimenti bibliografici” e che le eventuali citazioni testuali sono individuabili attraverso l’esplicito richiamo alla pubblicazione originale. The candidate declares that the present work is original and has not already been submitted, totally or in part, for the purposes of attaining an academic degree in other Italian or foreign universities. The candidate also declares that all the materials used during the preparation of the thesis have been explicitly indicated in the text and in the section "Bibliographical references" and that any textual citations can be identified through an explicit reference to the original publication. Firma dello studente _________________ A mia madre, faro luminoso, luce nella tempesta, Che mi ha insegnato a non mollare mai, perché noi siamo più forti della vita. A mio padre, pietra antica e solida, sostegno e protezione, Che mi ha insegnato che i sogni sono una cosa seria, e possono diventare realtà. “Non sappiamo mai quanto siamo alti finché qualcuno non ci chiede di alzarci e allora, se siamo conformi al progetto, le nostre stature toccano i cieli.” Emily Dickinson Table of Contents 0. Introduction .............................................................................................................................. 1 1. Maker Movement ..................................................................................................................... 3 1.1 Democratization of new technologies: from bits to atoms ............................................ 11 1.2 Fabrication Laboratory and Makerspaces .................................................................... 16 1.3 Web 2.0 .............................................................................................................................. 25 1.3.1 Communities of Users .............................................................................................. 29 1.3.2 Social Networks ........................................................................................................ 41 1.3.3 Blogs .......................................................................................................................... 43 1.3.4 Web innovation contexts .......................................................................................... 44 1.3.5 Online product configurators .................................................................................. 46 1.4 The Centrality of People in the Digital Revolution ....................................................... 48 1.4.1 Product Customization ............................................................................................ 50 1.4.2 Co-production and co-creation ............................................................................... 52 2. The Fourth Industrial Revolution ......................................................................................... 59 2.1 History of Revolutions ..................................................................................................... 63 2.1.1 The First and Second Industrial Revolution .......................................................... 65 2.1.2 The Third Industrial Revolution............................................................................. 68 2.2 The New Industrial Revolution ....................................................................................... 69 2.2.1 Industry 4.0 tools ...................................................................................................... 74 2.2.1.1 Big data and analytics .............................................................................................. 75 2.2.1.2 Autonomous robots .................................................................................................. 77 2.2.1.3 Horizontal and Vertical system integration ........................................................... 79 2.2.1.4 The Cloud .................................................................................................................. 80 2.2.1.5 Internet of Things ..................................................................................................... 82 2.2.1.6 Cybersecurity ............................................................................................................ 83 2.2.1.7 Additive manufacturing and 3d printing ............................................................... 84 2.2.1.8 Augmented reality .................................................................................................... 86 2.2.1.9 Simulation ................................................................................................................. 88 2.2.2 Manufactury 4.0 ....................................................................................................... 88 2.2.2.1 Italian Digital Manufacturing ................................................................................. 91 3. Automotive 4.0 ........................................................................................................................ 95 3.1 Automotive industry: an overview .................................................................................. 97 3.1.1 Italian automotive industry ................................................................................... 104 3.2 The Green Revolution .................................................................................................... 105 3.3 The Smart Automobile ................................................................................................... 116 3.4 The New Open Car factory ........................................................................................... 123 3.4.1 Automotive blog and communities ....................................................................... 128 3.4.2 Automotive industry and co-creation .................................................................. 130 3.4.3 Automotive Product Customization ..................................................................... 136 3.5 Automotive Virtual Reality Experiences ..................................................................... 140 3.5.1 Automotive Industry and 3D Printing ................................................................. 144 4 Explorative Analysis ............................................................................................................. 153 4.1 Case studies .................................................................................................................... 153 4.2 Bermat - Company introduction .................................................................................. 154 4.2.1 Bermat – The History ............................................................................................ 155 4.2.2 Bermat – The Target Market ............................................................................... 157 4.2.3 Bermat – The Product ........................................................................................... 158 4.2.4 Bermat – Product Customization ......................................................................... 159 4.2.5 Bermat – Manufactury 4.0 .................................................................................... 163 4.2.6 Bermat – Customer Engagement ......................................................................... 164 4.2.7 Bermat – Collaboration with external partners ................................................. 166 4.3 Rimac - Company Introduction ................................................................................... 168 4.3.1 Rimac – The History .............................................................................................. 168 4.3.2 Rimac – The Products and The Market .............................................................. 171 4.3.3 Rimac – Green, Smart and Connected Car ......................................................... 173 4.3.4 Rimac – Industry 4.0 and Additive Manufacturing ........................................... 178 4.3.5 Rimac - Product Customization ........................................................................... 180 4.4 XEV - Company Introduction ...................................................................................... 182 4.4.1 XEV – The History ................................................................................................ 182 4.4.2 XEV – The Products and The Market ................................................................. 183 4.4.3 XEV - Additive Manufacturing ............................................................................ 186 4.4.4 XEV - Product Customization .............................................................................. 189 4.4.5 XEV - Green and Connected Car......................................................................... 191