IDEAS home Printed from https://ideas.repec.org/a/ids/ijatma/v21y2021i3p250-272.html
   My bibliography  Save this article

From protection to selective exposure: commercial demonstrations as steppingstones for upscaled technology diffusion

Author

Listed:
  • Viktor Werner
  • Ksenia Onufrey
  • Thomas Magnusson

Abstract

Examining how actively constructed processes of demand articulation can enable upscaled technology diffusion, this paper introduces a distinction between pre-commercial and commercial demonstrations. The paper argues that these two forms of demonstration play different roles in the adoption of innovative technologies. Whereas pre-commercial demonstrations are initiated to facilitate entry into niche markets, commercial demonstrations are devised to ease entry to mass markets. The paper presents a comparative case analysis of commercial demonstration projects featuring electrified heavy trucks in urban applications. The analysis focuses on the relation between the technologies and the selection environments they operate in, showing how stakeholders actively shape selection environments in commercial demonstrations. The analysis further shows how network relationships and lessons learned empower stakeholders to articulate forceful demands on institutional changes that promote an upscaled technology diffusion.

Suggested Citation

  • Viktor Werner & Ksenia Onufrey & Thomas Magnusson, 2021. "From protection to selective exposure: commercial demonstrations as steppingstones for upscaled technology diffusion," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 21(3), pages 250-272.
    • Handle: RePEc:ids:ijatma:v:21:y:2021:i:3:p:250-272
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=116604
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijatma:v:21:y:2021:i:3:p:250-272. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=2 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.