Product-service systems in the electric car industry: critical success factors in marketing

Ten CSFs were identified, of which two belong to the vehicle sub-system (value proposition and product-service system bundle); one relates to the electronic on-board sub-system (advanced navigation systems); three relate to infrastructure sub-system (incentives, alternative transport systems and advocacy campaigns) and three belong to infrastructure and energy sub-systems (ease of use, proximity of charging point and standardisation). Finally, partnerships among players involve all the four sub-systems. Moreover, the relevance/manageability matrix offers evidence that partnerships represent a priority factor that requires immediate action from companies. The research offers a new means to identify CSFs by using a PSS analysis rather than taking an industry sector perspective.