Pluggin In the Consumer: The Adoption of Electrically Powered Vehicles in the U.S. Harvard Case Solution & Analysis

How will U.S. customers react to the expansion of alternative-fuel vehicles, such as vehicles powered partly or totally by electrical energy, in the coming years? Some observers thought the time was ripe for extensive adoption of these brand-new vehicles: policymakers and customers were significantly worried about the fallout of U.S. reliance on fossil-fuel-powered cars-namely, unfavorable ecological effects and dependence on foreign sources of oil, plus the changing cost of gasoline-and ingenious facilities innovation was being established to support electric-powered vehicles.

Regardless of these appealing advancements, it continued to be uncertain whether customers prepared to change to alternative-fuel vehicles on a big scale. Would they want making the way of life trade-offs needed for grid-dependent vehicles? How should policymakers step in, if at all, to motivate adoption, and exactly what marketing activities and rewards might companies use to promote need?

Pluggin In the Consumer The Adoption of Electrically Powered Vehicles in the U.S. Case Study Solution

PUBLICATION DATE: February 22, 2010 PRODUCT #: 510076-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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