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The role of elite consumers in emergent alternative technology clusters

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Presentation Prepared For Conference: ...

Presentation Prepared For Conference:
Oils & Fuels for Sustainable Development AUZO 2008
Gdańsk University of Technology, Poland
8th – 11th September 2008

Paper Authored by: Peter Wells, Gavin Harper
Paper Presented by: Gavin Harper

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The role of elite consumers in emergent alternative technology clusters The role of elite consumers in emergent alternative technology clusters Presentation Transcript

  • Peter Wells & Gavin Harper The ESRC B.R.A.S.S. Centre, Cardiff University Presentation Prepared For Conference: Oils & Fuels for Sustainable Development AUZO 2008 Gdańsk University of Technology, Poland 8 th – 11 th September 2008
    • Elite Green consumers want to associate with ‘Dynamic Brands’ and ‘Dynamic Products’ as part of the process of personal reinvention.
    • Elite Green consumers want to associate with ‘Dynamic Brands’ and ‘Dynamic Products’ as part of the process of personal reinvention.
    • Cluster Policy at the juncture of Industrial, Regional and Technology Policy.
    • Paytas et.al. (2005)
  •  
  • Local Context Firm Strategy & Rivalry Related & Supporting Industries Factor Input Conditions Demand Conditions
    • California (hydrogen, electric cars ‘ZEV’s’
    • Vancouver (hydrogen fuel cells)
    • Iceland (geothermal energy hydrogen fuel cells
    • Israel (electric vehicles)
    • Brazil (sugarcane alcohol engines)
    • South Sweden (advanced safety systems)
    • France (air cars)
    • There is a dominant discourse in the clustering literature relating to the ‘supply-side’ of the cluster:
      • Innovation Chains
      • Knowledge Transfer
      • Inter-firm Competition
    • There is less focus on the ‘Demand Conditions’.
    • Whilst arguable the legislative environment in California has been very conducive to AV&F development, there are undeniable softer cultural aspects which are acting as a catalyst for this part of the world becoming a hub of ZEV activity and interest.
  • Spatial Concentration of Firms (Supply Side) AND Spatial Concentration of Consumers. The cluster is ‘constructed’ by both the suppliers and consumers.
  • As a result of widespread interest in the cult of celebrity, it is an under-analysed phenomenon Braudy (1986) is considered a definitive work in the area along with the earlier contributions of Debord (1967). Most celebrities in the modern era arise out of the entertainment industry in a broad sense: movie stars, sports personalities, and musicians are all examples (Henderson, 2005). California can be considered the loci of both progressive legislation on automotive standards and ‘the global celebrity industry’.
    • Consumers that are at the intersection between high-net personal wealth, environmentally aware and in the public eye are acting as a catalyst for public interest in AV&F’s.
  •  
    • Elite consumers could potentially play an important role in being
    • ‘ Early Adopters’
    • seen as ‘Visionaries’ they have the potential to help emergent technologies ‘Cross the Chasm’.
    • Ecorazzi typifies the public’s voracious appetite for both ‘celebrity gossip’ and news of green innovation.
    • Celebrities are potential ‘brand ambassadors’ for AFV’s.
    Internet Traffic Data From: www.alexa.com
  •  
  • EMA advises celebrities and entertainment professionals on thought-provoking, attention-getting ways to role model healthy, sustainable lifestyles to the general public. Whether driving a hybrid or alternative fuel vehicle or carrying a canvas bag, EMA encourages celebrities to use their power to inspire environmentally responsible behavior and affect positive change. Green Light Newsletter
  • Wonder why hybrids have taken over Hollywood? A little-known group named EMA helped make them a must for the planet-first crowd, says Fortune's Sue Callaway. “ Based in Los Angeles, EMA is single-handedly responsible for getting droves of celebrities into Toyota hybrids. EMA also played a key role in placing the top execs at the major Hollywood agencies - William Morris, CAA, Endeavor, and ICM - behind the wheels of hybrids.” Zesiger, (2007) Fortune Magazine
  • “ There's a reason you may be considering buying a gas-electric hybrid vehicle - besides wanting to help the environment or visit the gas station less frequently. Your hybrid awareness is a direct result of what is arguably the most audacious and impressive marketing/product-placement coup in memory.” “ EMA's board is an entertainment industry who's who: Pierce Brosnan, Blythe Danner, Ted Turner, and DJ AM, among 52 others.” Zesiger, (2007) Fortune Magazine