Full speed towards a sustainable future. The story of the electric car in Germany

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Research Objectives & Research Question
• Research Contribution
• Structure of the thesis
• Theoretical Framework
• Sustainable Innovation
• Institutional Theory
• Coercive Pressure
• Mimetic Pressure
• Normative Pressure
• Institutional Change
• Strategic Responses
• Methodology
• Sample Introducing the electric car
• Research Approach & Design
• Data Collection: Sources & Search Terms
• Setting the timeframe
• Database composition
• Analysis
• Results
• A Niche Market (Q1 2003 - Q3 2006)
• The Beginning (Q4 2006 - Q1 2008)
• First Hype (Q2 2008 - Q2 2009)
• Rising Skepticism (Q3 2009 – Q3 2010)
• Second Hype (Q4 2010 – Q4 2011)
• Disenchantment (Q1 2012 – Q4 2012)

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis aims to analyze the development of the electric car market in Germany from an institutional perspective. The research utilizes a longitudinal case study approach, focusing on identifying and analyzing key institutional pressures influencing the market's evolution. Key themes explored in the thesis include:

• Sustainable innovation and its role in the development of the electric car market.
• The impact of institutional pressures, such as coercive, mimetic, and normative pressures, on market dynamics.
• Strategic responses of companies to institutional pressures, including their influence on the market's trajectory.
• The evolution of the electric car market in Germany over time, considering different phases of development.
• The role of government policy, industry cooperation, and consumer perception in driving the market's growth.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction of the thesis outlines the research objectives, research question, and the structure of the thesis. The theoretical framework chapter provides definitions and explanations of sustainable innovation, institutional theory, and strategic responses to institutional pressures. The methodology chapter details the research approach, data collection methods, and analysis techniques used in the study. It outlines the sample used, the research design, and the specific data sources and search terms employed. The chapter also discusses the timeframe of the study and the composition of the database. The results chapter presents the findings of the study, analyzing the evolution of the electric car market in Germany through six different phases, starting with a niche market and ending with a period of disenchantment. Each phase is characterized by specific institutional pressures, company actions, and market dynamics.

Schlüsselwörter (Keywords)

This study focuses on the development of the electric car market in Germany, utilizing an institutional lens to analyze the role of sustainable innovation, institutional pressures, and strategic responses. The key terms and concepts investigated include sustainable innovation, institutional theory, coercive pressure, mimetic pressure, normative pressure, institutional change, strategic responses, market diffusion, government policy, industry cooperation, and consumer perception.