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After three decades of development, the Chinese electric vehicle industry became the world’s largest electric vehicle market in 2015. However, little is understood about how the Chinese electric vehicle industry, as a latecomer in this strategic newly emerged industry, could catch up with international incumbents. The purpose of this paper is to study how the windows of opportunity emerge and interactively influence the catch-up process of Chinese electric vehicle industry.

This paper conducted a case study to examine how Chinese electric vehicle latecomers use the windows of opportunity along with the development of a sectoral system of innovation to reduce the gaps.

The results indicate that windows of opportunity appeared in the introduction stage (2005) and the transition from the introduction stage to the growth stage (2015) because of the sectoral changes in technologies, demand, policies and the interaction among these factors. Domestic electric vehicle latecomers currently follow the catch-up pattern of duplication, creative imitation and innovation.

To capture the previous windows of opportunity, domestic electric vehicle latecomers rely on technology transfer through international joint ventures, government support and local advantages from cheap labor. To seize future windows of opportunity, apart from progressively accumulating innovation capabilities, it is also essential for managers to recognize, break through and extend the windows of opportunity by anticipating and monitoring the process of changes of the sectoral system.

This paper provides a fine-grained study on how latecomers in a new industry with emerging markets can seize windows of opportunities to catch up with the international leaders.

Aim/Purpose: This chapter supplies an overview of extant literature investigating consumer preferences and purchase behaviour towards Electric vehicles in India. The present research applied the predictive and prescriptive analysis methods to understand the consumer purchase intentions evolved with the advancement of technologies. The study considers the security and privacy of data for companies and consumers.

Design/Methodology/Approach: The conceptual model is analysed via path analysis using interviews with a set of people, and online survey data is collected from Indian users and prospects. Secondary data research methods are used to make interpretations.

Findings: The research found that consumer preferences and purchase behaviour about electric vehicles have a wide scope in marketing decision-making. The findings support linking social cognitive perception and attitude intent with mitigating socio-demographic variables and mediating attitudes towards Battery Electric Vehicles (BEV).

Research limitations/implications: The present chapter provides implications for future interdisciplinary research addressing consumer behaviour with mentioned technologies. This study proposes some theoretical and policy implications and supplies guidance to industry-specific consumers, suppliers, policymakers and business professionals to encourage the adoption of BEVs in the emerging transportation industry. The research explores the future possibility and extent to which the consumer prefers and buys EVs.

Originality/Value: This study is based on the ‘perception-attitude-intention’ socio-psychological linkage framework. Earlier studies overlooked the effects of socio-psychological characteristics and socio-demographic moderators when considering the adoption of BEVs.

The case study “Maruti Suzuki – toward cleaner mobility” has been written keeping in view the requirements in the field of strategic management. The key learning objectives are as follows:• Analysis of business environment.• Product development strategy – creating market segment to gain competitive advantage by leveraging available organizational capabilities.• Strategic decision-making – understanding strategic decision-making process in a complex and highly competitive business scenario.

Maruti Suzuki, a leader in Indian automotive market with around 50% market share in passenger cars, was likely to face intense competition because of disruption by electric vehicles. As electric vehicles adoption was increasing globally in developed countries, automotive companies shaped their strategy accordingly to stay relevant. Maruti Suzuki was yet to be ready with electric vehicles and approached this space differently than other competitors. However, with Indian Government pushing toward cleaner mobility, it was yet to be seen how the company would manage to comply with legislations and compete effectively in marketplace. Indian Auto major, Maruti Suzuki, was on the edge to decide future strategy on electric vehicles to sustain its leadership position. The Indian automotive sector was going through the transformation where auto original equipment manufacturers were bringing electric vehicles and supporting policies from government likely to accelerate its adoption. Maruti Suzuki was striving to counter the competition with available resources to create competitive advantage in changing environment and continue to remain profitable with leadership position in Indian automotive market. The company had successfully maintained its leading position over three decades and transformed the automotive space with its strategies ahead of the curve. Now the company was standing at crossroads with regard to future technology on cleaner mobility. Mr Bhargava had to decide whether to throw the hat in EV ring or wait for other alternate technology disruption.

Management studies and executive development programs.

Teaching notes are available for educators only.

CSS 11: Strategy

The purpose of the paper is to identify the main determinants of the development of the neighbourhood electric vehicle (NEV) industry in China, including influences from private stakeholders as well as the government, and domestic as well as foreign interest groups. Particular emphasis is placed on the role of state‐owned enterprises (SOEs) and the relations between the government and the SOE sector.

The paper follows an inductive approach, and is largely based on interviews with industry actors and representatives for relevant government agencies, complemented with secondary data.

The preliminary findings suggest that unlike Western market economies, where the impact of public policy on innovation is relatively transparent and well recorded (in the form of fiscal and financial incentives and formal legislation), much of Chinese innovation is driven by less formal decisions taken in the nexus between SOEs and relevant state agencies. Hence, although China suffers no lack of legislation at various levels (including laws, decrees, and guidelines) it is often difficult to identify the specific drivers for change.

The findings are useful for understanding the development of the NEV industry in China.

The current paper is the first application of the GIST (Governance of Innovation towards Sustainability Technology) framework to the case of the Chinese NEV industry.

The case deals with the unforeseen uncertainties faced by Reva, the first electric car of India, while entering the Indian market. The company was able to take up the challenge of making an energy efficient car. As a new product, Reva achieved operational success, developing an electric, low energy car. Its marketing strategies had limited consumer pull and had to be strengthened to gain consumer acceptance. The ecosystem worldwide is looking for support from governments on the concept and the infrastructure of this product category.

Do social movement organizations increase the supply of a public good? We address this question by investigating the role of generalist social movement organizations and technology-focused organizations for the development of the electric vehicle (EV) charging infrastructure in California from 1995 until 2012. We find that increases in the membership of Electric Auto Association (EAA) chapters in the cities of California enhanced the number of EV charging stations set up in each city. Our analyses also show that the organizational diversity of the environmental movement spurred the growth of EAA membership but did not directly increase the establishment of charging stations.

Today, the global market for “clean” vehicles is generating double-digit growth annually. However, in most emerging or Islamic countries, sales of such cars remain at a very low level and green consumption patterns are poorly explored. This paper aims to expand the understanding of factors influencing attitudes and behaviors toward electric vehicle in an emerging Islamic country, namely, Saudi Arabia. It investigates whether the willingness of Saudis to purchase electric vehicles depends on religious and ethical considerations. The effects of environmental concern, Islamic and some personal values (self-transcendence and conservation) on green vehicle purchase intention were considered.

The literature review is predominantly of studies on emerging or Islamic countries. A convenience sampling method was used, and a total of 354 valid questionnaires were collected. An exploratory factor analysis under the principal component analysis was used to reveal the factor structure underlying the items in the questionnaire. A confirmatory factor analysis on Lisrel helped to assess the validity of the measurement models. The causal relationships of the research framework were measured using simultaneous equation modeling.

The results suggest that Islamic Values (IsV) and Conservation (Cv) values do not influence environmental concern (EC) or Electric Vehicle Purchase Intention (EVPI). On the contrary, self-transcendence values (ST) exerted a significant influence on EVPI and the mediation of EC in this relationship was supported.

The theoretical framework provides a better understanding of how customers evaluate electric vehicles and the factors underlying their attitudes and behaviors toward such products in an Islamic and emerging market. The results suggest that consumers’ intentions to purchase electric vehicles are not driven by Islam or conservation values (conformity, tradition and security). Nevertheless, subjects for whom self-transcendence is an important value that guides their lives showed a higher willingness to purchase electric vehicles. This research also confirmed that EC is predictive of EVPI.

Marketers should focus on values of self-transcendence, which are benevolence and universalism, to influence electric vehicle purchase intention in Saudi Arabia. Neither Islamic nor conservation values are useful in this regard. However, managers and authorities are advised to establish a link between Islam and environmental awareness and behavior. Marketing communication and religious preachers should point out the commandments of Islam which stand for the preservation of nature. The authors concluded that much more should be done on the part of scholars to obtain a satisfactory understanding of green behavior in the Islamic world. Although green vehicles are rarely used there, these markets hold great sales potential for such products.

Little is known about consumer attitudes and behavior toward green products in Islamic countries. To the best of the authors’ knowledge, this paper is the first study to investigate whether Islamic and some personal values are related to environmental concern and electric vehicle purchase intention. The results showed that EC and EVPI depend on ST. The causal model indices for IsV and Cv were not significant.

The purpose of this paper is to propose a research design that seeks to explore the evolutionary pathways of the emerging electric vehicle (EV) industry through employing the business ecosystem framework, which focuses on the interaction between firms, government officials, industrial associations and customers; and at the same time to identify the necessary strategic capabilities behind such emergence.

Qualitative research methodology will be employed such that multiple case studies will be carried out through the implementation of interviews with companies, industrial players and policy makers.

The research findings of this paper include a comprehensive depiction of the emerging business ecosystem structure of the EV industry, which contributed in building the main elements of the proposed conceptual research framework.

The research findings of this paper are based on one province in China; also the business ecosystem of the emerging EV industry may differ in different regions across the country.

Practically, this research would be able to provide a tool for industrial players and policy makers through the formulation of a capability maturity model, which allows the evaluation of the capabilities of the corresponding ecosystem players, so as to permit the assessment of their positions with the provision of guidelines benefiting the advancement of emerging industries.

This paper offers original theoretical contributions through developing strategic capabilities of emerging business ecosystems and is the first to provide a comprehensive structure on the low‐speed EV industry in China.

The Indian automotive industry was witnessing a transition from conventional vehicles to greener battery-operated electric vehicles (EVs). However, the acceptance of these EVs was still muted and brought significant challenges for the industry. Literature regarding the adoption of EVs was scarce in the Indian context. It was thus imperative to explore and comprehend the distinct perceptions of industry managers and consumers regarding the adoption of EVs in India. The purpose of this study is to comprehensively analyze the entire Indian EVs ecosystem to address this research gap.

The authors carried out an empirical investigation starting with a structured literature review to identify the researchable gaps. Subsequently, the authors conducted semi-structured open-ended interviews with 38 experts including automotive industry experts and EV consumers. The authors further performed a thematic content analysis of the expert interview responses to document critical insights regarding the adoption of EVs.

The authors identified 11 key factors influencing the adoption of EVs in this study. The vital considerations regarding the availability of charging technologies, its associated selection dilemma, emerging business models and public policy support were presented and discussed. Market penetration of EVs was found to be influenced mostly by the choice of charging technology. Further, the switching intention of consumers was deliberated upon to highlight the specific technological and psychological preferences of consumers. The accessibility of charging stations emerged as the most influential factor. The research findings indicated that harmony among stakeholders was missing in the Indian EVs ecosystem. Instead, there were discrete efforts by organizations. The EVs ecosystem required collaboration for improved adoption of the EVs. Further, the necessity to rectify the chaotic charging infrastructure in the country was highlighted as a major pain point for customers to adopt EV.

This study theoretically contributed to push–pull–mooring (PPM) framework for understanding the adoption of EVs in India. This enabled the authors to extensively analyze consumers’ psychological and technological considerations regarding their switching intention toward EVs.

The findings of this study would help managers in decision-making toward the establishment of charging infrastructure involving multiple considerations such as the accessibility of charging, multi-dimensional competence at charging stations and servicing capabilities. Managers could also use the insights from this study to secure supportive recommendations for improving the overall EV infrastructure. The results of this study would benefit policymakers to set strategic directions through an integrated view of the entire EVs ecosystem involving management of bus and taxi fleets, two-wheelers and three-wheelers and such others.

Generally, in extant research, either firm managers’ or customers’ perspectives are considered separately. This study deliberated upon the PPM framework and switching intention accommodating both the industry and consumers’ perspectives. To the best of the authors’ knowledge, this was, thus, one of the first research articles which integrated insights from both the industry and consumers. This established the PPM framework for understanding the adoption of EVs. Further, it helped in comprehending the specific technological and psychological preferences of consumers regarding switching intention toward EVs.