New business analytics research to meet the needs of the rapidly changing automotive industry – Focus on digitalization and the green transition

The Oulu Business School at the University of Oulu is recruiting a Professor or Associate Professor (tenure track) in Business Analytics. The professorship focuses on the digitalization of the automotive and vehicle industry, analytics of digital service platforms, and the green transition. The goal is to respond to the challenges brought by the transformation of the automotive sector by investing in data analytics, artificial intelligence, and new innovative solutions.

Research themes include, for example, the impact of data, artificial intelligence, and communication technologies on the automotive industry and its future, emerging new business opportunities and structures in the field, as well as supporting electrification through new decision-making models.

Research supporting sustainable development and competitiveness in the automotive industry

The professorship is situated at the Martti Ahtisaari Institute, where research and teaching in business analytics focus on utilizing data in managerial decision-making.

"The automotive sector is undergoing rapid changes due to electrification and digitalization. Our aim is to help companies in the sector to grow, develop digitally, and succeed in the green transition through international cooperation, research, and education," says Professor Petri Ahokangas from the Martti Ahtisaari Institute.

"The new research is intended to generate knowledge that supports the sustainable development and competitiveness of the automotive sector and provides solutions for developing the industry’s business and mobility services."

In addition, the degree-based education program will address the industry's need for experts by training specialists for employment in the field. The Business Analytics degree program is annually one of the most popular study options in Finland.

Future competence needs set the direction

AAKES (Autoalan Ammattikoulutuksen Edistämissäätiö), the initiator of the project, has a long history of cooperation with the University of Oulu and has also funded other professorships in the automotive sector. Jouko Sohlberg, the foundation’s representative and Technical Director of AKL (The Finnish Central Organisation for Motor Trades and Repairs), praises the cooperation with the university and explains the background of the current partnership: "We want to support future competence needs and be involved in a strongly developing industry environment," says Sohlberg.

The collaboration is expected to develop new technology-driven service business models for the automotive sector and to provide answers on how to manage and enhance business operations using data – and what kind of data should be collected and applied for this purpose. "Artificial intelligence will be significantly utilized in the future, and core business analytics data will be essential to support it," Sohlberg specifies.

The knowledge identified in universities regarding future competence needs is also intended to be shared for the benefit of other levels of education. "We are interested in how these changes and their impacts will be reflected across the entire education system."

Transformation in the automotive sector motivates companies and organizations to support research

Tapani Alaviiri, Director at LähiTapiola Vahinkovakuutus, another main funder of the professorship, says their investment is part of the company’s sustainability efforts and believes it will bring benefits to the climate, business life, and business analytics research. "The accelerating transformation of mobility and the automotive sector, as well as the impact of climate change, affect society broadly," he explains.

For the company, it is important to support data-driven business development, the emergence of new green transition innovations, and the availability of education in business analytics.

"When assessing impact, there is an increasing need for scientific research and expertise, in addition to using research results to identify new business opportunities and strengthen existing businesses," Alaviiri continues.

The Finnish Taxi Owners' Federation and Autoliike KymppiPlus are examples of donors providing smaller-scale support to the professorship but are interested in project cooperation with the university:

"We are interested in how data-driven approaches will develop in Finland and what can be expected in the technological development of traffic and various forms of transport, particularly on the service sector side," says Annukka Mickelsson, CEO of Suomen Taksiliitto ry.

"The automotive sector is currently undergoing significant transformation in many ways, and it is very important to invest in related research. We hope that through our donation, we can also participate in research projects with the university," explains Janne Tolonen, CEO of Autoliike KymppiPlus.

Continuation of long-term collaboration with actors in the industry

The establishment of the professorship continues the long-standing collaboration with AKL and Autoalan Ammattikoulutuksen Edistämissäätiö, and the preparation process has involved listening to the wishes and views of industry representatives. The main funders that made the professorship possible are AAKES and LähiTapiola Vahinkovakuutus. The professorship is also supported by Autoliike KymppiPlus, Suomen Taksiliitto ry, and Finnish Road Association.

"We thank all the donors who have joined us so far for their support. We are still accepting donations. By donating, organizations can influence the content of the research and education being developed," says Petri Ahokangas.