Potential Marketing Approaches for ISA (Intelligent Speed Adaptation)

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.