Potential Marketing Approaches for ISA (Intelligent Speed Adaptation)
Diploma Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: bestanden, Chalmers University of Technology Foundation Göteborg, 50 entries in the bibliography, language: English, abstract: Summary English New technologies carrying a social benefit are often facing challenges before they can be introduced successfully at the market. Intelligent Speed Adaptation (ISA) is one of these technologies. The acceptance of those products is very low in the beginning due to the fact that personal advantages are not feasible. Our purpose is to examine and understand possible marketing strategies for the Swedish National Road Administration (Vägverket). Taking care about the problem of products carrying social benefits we decided to base our study on the network approach theory. In addition to this we decided to use the managerial view about marketing, specifically the social marketing view. Networks of all kind are of extreme importance to achieve a positive result in the marketing process of ISA. We examined networks regarding actor bonds, resource ties and activity links to see how strong the different actors are already linked together. The density of the different networks varies greatly between the different actors. Nearly all needed links are already established through other projects or the daily work of the actors. Most of those links have to be strengthened for future co-operations. In addition to the network theory we use the social marketing point of view to take care about those topics the network view is not covering. The behavior of the potential adopters is crucial to trigger the whole network, therefore that only a demand of a certain product or service can start the whole network. Benchmarking is a method we used to investigate the potential of ISA for the future by analyzing older technologies from the car-manufacturing sector. To make this comparison sufficient we used technologies that are also carrying a social aspect and had through these difficulties in their introduction process. [...]
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active accelerator activity links actor bonds adoption airbag aspect behavioral change benefit business relationships car industry car manufacturers catalyst concerning ISA cooperation cost different actors different stakeholders Economical bond ERTICO European Union exchange exist Folksam IMP group implement ISA incentives Industrial Marketing Industrial Networks infrastructure insurance companies Intelligent Speed Adaptation Intelligent Transport System interaction approach interviews involved ISA device ISA project kind mainly managerial approach marketing mix marketing paradigm Möller network approach network perspective partners perform possible Private Drivers problem professional drivers promote questions reach reason reduce relations Relationship Marketing Road Administrator road users safety conscious drivers safety devices Safety Research Unit seat belt segmentation SNRA social marketing solution speed limits stage standard structure suppliers Sweden Swedish National Road target taxes taxi Technical bonds technologies theory traffic Transport Research Laboratory Vägverket