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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Table of Contents
- Summary English
- Sammanfattning
- Resumé
Objectives and Key Themes
The purpose of this master's thesis is to examine and understand possible marketing strategies for the Swedish National Road Administration (Vägverket) in the context of Intelligent Speed Adaptation (ISA). This technology, despite offering a significant social benefit, faces challenges in gaining market acceptance due to the lack of perceived personal advantage for users.
- Network Approach Theory
- Social Marketing View
- Benchmarking of Older Technologies
- Importance of Strong Actor Bonds, Resource Ties, and Activity Links
- Understanding Potential Adopters' Behavior
Chapter Summaries
This section outlines the main themes and arguments presented in the chapters of the master's thesis, excluding summaries of the conclusion or final chapter to avoid spoilers.
- Summary English: This chapter introduces the concept of Intelligent Speed Adaptation (ISA) and its challenges in gaining market acceptance due to the lack of perceived personal advantage for users. It highlights the need for a network-based approach and social marketing perspective to address these challenges.
- Sammanfattning: This chapter reiterates the challenges of introducing ISA and outlines the importance of understanding the relationships between different market actors in terms of actor connections, activity links, and resource ties. The need to leverage and develop existing relationships, as well as potentially developing new ones, is emphasized.
- Resumé: This chapter discusses the importance of networks in achieving a positive result in the marketing process of ISA. It examines how different actors are linked through actor bonds, resource ties, and activity links, highlighting the importance of strengthening existing links for future collaborations. It also emphasizes the importance of understanding the behavior of potential adopters to trigger the network.
Keywords
This master's thesis focuses on the marketing of Intelligent Speed Adaptation (ISA) technology, employing network approach theory and social marketing concepts. Key themes include the challenges of introducing technologies with social benefits, the importance of strong actor relationships, and the crucial role of understanding potential adopters' behavior. Benchmarking of previous technologies within the car-manufacturing sector provides valuable insights. These concepts are interwoven to explore effective marketing strategies for ISA.
- Quote paper
- Ingeborg Knauseder (Author), 2001, Potential Marketing Approaches for ISA (Intelligent Speed Adaptation), Munich, GRIN Verlag, https://www.hausarbeiten.de/document/628
