Insight into Innovation Resistance - The Stance of Technophile Car Drivers Towards Autonomous Vehicles
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Background: Autonomous driving is expected to create a radical change from driving actively to being driven passively. Hence, because of an altered human-machine interface in the vehicle, this technology is considered to provide a huge change to the society and its driving behavior. At this early development stage of fully autonomous vehicles (FAVs), one field of interest is innovation resistance towards this technology which is combined with an investigation into the innovation barriers that technophile car drivers anticipate once future FAVs are on the market.
Purpose and Research Question: The purpose of this thesis is to investigate into innovation resistance towards FAVs from the perspective of future potential consumers. This is... (More) - Background: Autonomous driving is expected to create a radical change from driving actively to being driven passively. Hence, because of an altered human-machine interface in the vehicle, this technology is considered to provide a huge change to the society and its driving behavior. At this early development stage of fully autonomous vehicles (FAVs), one field of interest is innovation resistance towards this technology which is combined with an investigation into the innovation barriers that technophile car drivers anticipate once future FAVs are on the market.
Purpose and Research Question: The purpose of this thesis is to investigate into innovation resistance towards FAVs from the perspective of future potential consumers. This is achieved through answering the following research question: How do barriers towards fully autonomous vehicles anticipated by technophile car drivers impact innovation resistance?
Methodology: The study in this thesis includes a constructivist and interpretivist perspective and is based on a qualitative research method. Sixteen in-depth semi-structured interviews were conducted with technophile car drivers actively participating in Formula Student engineering projects at universities in Sweden and Germany.
Findings: The present thesis proofs that technophile car drivers have innovation barriers and thus innovation resistance towards FAVs. Five major themes related to innovation barriers were identified: dependency on the system, price/value ratio, lack of predictability, corporate policy, and passive movement. Furthermore, the participants were detected as postponers in the context of innovation resistance.
Originality/value: This thesis extends the field of innovation management and customer insight, especially innovation resistance of high technology. In the realm of innovation research, the field of innovation resistance is an under-researched area since previous studies focus mainly on innovation adoption. Given that the phenomenon of FAVs is a relatively new topic, an in-depth understanding of technophile car drivers as a potential consumer group is crucial for the success of FAVs in this early stage of development. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8959233
- author
- Dennig, Stefanie LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Innovation Resistance, Innovation Barriers, Innovation Management, Customer Insight, Autonomous Driving, Fully Autonomous Vehicles
- language
- English
- id
- 8959233
- date added to LUP
- 2018-09-25 13:36:02
- date last changed
- 2018-09-25 13:36:02
@misc{8959233,
abstract = {{Background: Autonomous driving is expected to create a radical change from driving actively to being driven passively. Hence, because of an altered human-machine interface in the vehicle, this technology is considered to provide a huge change to the society and its driving behavior. At this early development stage of fully autonomous vehicles (FAVs), one field of interest is innovation resistance towards this technology which is combined with an investigation into the innovation barriers that technophile car drivers anticipate once future FAVs are on the market.
Purpose and Research Question: The purpose of this thesis is to investigate into innovation resistance towards FAVs from the perspective of future potential consumers. This is achieved through answering the following research question: How do barriers towards fully autonomous vehicles anticipated by technophile car drivers impact innovation resistance?
Methodology: The study in this thesis includes a constructivist and interpretivist perspective and is based on a qualitative research method. Sixteen in-depth semi-structured interviews were conducted with technophile car drivers actively participating in Formula Student engineering projects at universities in Sweden and Germany.
Findings: The present thesis proofs that technophile car drivers have innovation barriers and thus innovation resistance towards FAVs. Five major themes related to innovation barriers were identified: dependency on the system, price/value ratio, lack of predictability, corporate policy, and passive movement. Furthermore, the participants were detected as postponers in the context of innovation resistance.
Originality/value: This thesis extends the field of innovation management and customer insight, especially innovation resistance of high technology. In the realm of innovation research, the field of innovation resistance is an under-researched area since previous studies focus mainly on innovation adoption. Given that the phenomenon of FAVs is a relatively new topic, an in-depth understanding of technophile car drivers as a potential consumer group is crucial for the success of FAVs in this early stage of development.}},
author = {{Dennig, Stefanie}},
language = {{eng}},
note = {{Student Paper}},
title = {{Insight into Innovation Resistance - The Stance of Technophile Car Drivers Towards Autonomous Vehicles}},
year = {{2018}},
}