Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7716455 | International Journal of Hydrogen Energy | 2015 | 14 Pages |
Abstract
Fuel Cell Vehicles (FCVs) are a disruptive innovation and are currently looking towards niche market entry. However, commercialisation has been unsuccessful thus far and there is a limited amount of literature that can guide their market entry. In this paper a historical case study is undertaken which looks at Tesla Motors high-end encroachment market entry strategy. FCVs have been compared to Tesla vehicles due to their similarities; both are disruptive innovations, both are high cost and both are zero emission vehicles. Therefore this paper looks at what can be learned form Tesla Motors successful market entry strategy and proposes a market entry strategy for FCVs. It was found that FCVs need to enact a paradigm shift from their current market entry strategy to one of high-end encroachment. When this has been achieved FCVs will have greater potential for market penetration.
Keywords
Related Topics
Physical Sciences and Engineering
Chemistry
Electrochemistry
Authors
Scott Hardman, Eric Shiu, Robert Steinberger-Wilckens,