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Evaluation of market entry strategies for e-mobility-based logistics under sustainability aspects

: Moll, Cornelius; Hadwich, Karsten

Richard, James E. (Ed.) ; Australian and New Zealand Marketing Academy -ANZMAC-:
ANZMAC 2019. Winds of change. Conference proceedings : 2nd - 4th December 2019, Wellington, New Zealand
Wellington: Victoria University of Wellington, 2019
Australian and New Zealand Marketing Academy (ANZMAC Conference) <2019, Wellington>
Fraunhofer ISI ()
evaluation of sustainability; market entry strategy; electric mobility in logistics

Sustainability is increasingly important for society and thus, firms have to fulfil sustainability requirements. This is particularly challenging for logistics-service-providers (LSPs), since their operations have potentially negative impacts in all the sustainability dimensions. Electric-mobility-based-transportation (EMBT) is a service innovation with the potential to reduce negative impacts on sustainability. Different market entry strategies can be chosen when implementing such a sustainable service innovation. Our aim is to find out what role sustainability plays when LSPs evaluate the market entry strategies for EMBT and which strategy LSPs rate best. We use a case study of a German LSP and obtain data via focus group interviews. The strategies are evaluated using the multiple-attribute-decision-making-method PROMETHEE. We find that operational criteria are by far the most important. Ecological criteria also play an important role, while strategic-economic and social criteria play only a subordinate one. Regarding EMBT, a first-mover strategy is evaluated as the best one.