Date of Conferral

2-14-2024

Date of Award

February 2024

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

James Glenn

Abstract

In the United States, transportation is critical to economic viability and growth. Electric vehicle (EV) technology may provide an essential solution to rising environmental issues; however, public awareness of electric vehicle technology is low. Grounded in advantage theory, the purpose of this qualitative multiple-case study was to explore sales and marketing strategies used by business owners to educate the public on EV technology to expand sales and market share. Participants included 11 EV business owners who had been in business for at least 5 years in the Philadelphia metropolitan area; each company had a marketing budget and formulated approach to marketing resource utilization. Data were collected using semi-structured interviews, websites, and social media accounts. Using Yin’s five-step data analysis process, four themes emerged: (a) marketing and advertising budgets, (b) manufacturers’ assistance, (c) consumer awareness, and (d) government resources. A key recommendation is for EV business owners to use social media channels in their marketing strategies to share with existing and potential customers informative and visually appealing content about electric vehicles such as videos, images, and articles. The implications for positive social change include the potential for convenient and automated public transportation services, economic development opportunities from vehicle charging convenience, workforce expansion, and lower greenhouse gas emissions.

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