Difuzija inovacije car2go v Sloveniji

magistrsko delo

Špela Kremzer (Author), Matjaž Iršič (Mentor)

Abstract

Vse več individualnih, družbenih in okoljskih problemov je v današnjem času prispevalo k odkrivanju novih možnosti transporta posameznikov. Pojavile so se tako imenovane nove oblike individualne mobilnosti, kot sta na primer deljenje prevoza in skupna raba avtomobila oziroma car sharing. Obe obliki individualne mobilnosti sta za razliko od na primer tradicionalnega najemna avtomobila relativni novosti na trgu. Nove oblike individualne mobilnosti so se pojavile predvsem zaradi reševanja okoljevarstvenih problemov, kot sta onesnaževanje zraka in pomanjkanje goriv. Veliko podjetij je izkoristilo pojav novih problemov in potreb ter sledilo novim trendom. Z uvedbo novosti, kot je nudenje storitve skupne rabe avtomobila, podjetja niso izkazala zgolj želje po dobičku, ampak tudi inovativnost in usmerjenost k reševanju globalnih problemov. Primer takšnega podjetja je Daimler, proizvajalec avtomobilov in gospodarskih vozil, ki je z uvedbo storitve skupne rabe avtomobila, imenovane car2go, hkrati pripomoglo k trajnostnemu razvoju družbe in povečanju lastnega dobička. V magistrskem delu se ukvarjamo z raziskavo difuzije inovacije car2go v Sloveniji. V prvem, teoretičnem delu magistrskega dela opisujemo teorijo, povezano z raziskovalno tematiko, ki je potrebna za nadaljnjo izvedbo empiričnega dela. V teoretičnem delu opisujemo proces razvoja novih izdelkov, življenjski cikel izdelka, pojem inovacije in inoviranja, življenjski cikel inovacije, difuzijo inovacije, proces uvajanja inovacije, tipe odjemalcev glede na sprejem inovacije in dejavnike, ki vplivajo na nakupno vedenje. V drugem, empiričnem delu naloge izvedemo raziskavo o difuziji inovacije car2go v Sloveniji. Najprej opišemo storitve, povezane z mobilnostjo, ki se danes pojavljajo na trgu kot novosti. Nato opišemo dve obliki novosti, in sicer skupno rabo avtomobila in deljenje prevoza. V nadaljevanju se osredotočimo le na skupno rabo avtomobila in na praktičen primer – inovacijo car2go. V empiričnem delu na kratko predstavimo podjetje Daimler, katerega proizvod je omenjena inovacija. V poglavju o raziskavi difuzije inovacije car2go v Sloveniji najprej uporabimo kvalitativni postopek, kjer izvedemo strukturiran intervju z dejanskim uporabnikom inovacije z namenom boljšega razumevanja uporabnikov inovacije, dobiti informacije o dejanski uporabi inovacije in boljše splošne informiranosti o inovaciji. Uporabimo tudi kvantitativni postopek, in sicer metodo strukturiranega spraševanja s pomočjo anketnega vprašalnika. V raziskavi ugotavljamo, ali bi prebivalci Slovenije, natančneje mest Maribor in Ljubljana, inovacijo car2go sprejeli ali zavračali; ali so Slovenci že seznanjeni z inovacijo skupne rabe avtomobilov; kateri tipi odjemalcev, glede na sprejem novega izdelka, so anketirane osebe; razloge in namen uporabe; pogostost potencialne uporabe inovacije car2go, prebivalci katerega mesta (Maribor ali Ljubljana) bi inovacijo car2go bolje oziroma prej sprejeli ter odvisnost sprejema inovacije car2go od dohodka, izobrazbe in starosti anketiranih. V empiričnem delu prikazujemo in interpretiramo dobljene rezultate anketnega vprašalnika ter preverjamo in prikazujemo rezultate preverjanja zastavljenih hipotez. Ugotovitve so strnjene v zaključnem poglavju.

Keywords

inovacije;inoviranje;inovativnost;ideje;proizvodi;izdelki;novi proizvodi;življenjski cikel;marketing;tržne raziskave;avtomobili;mobilnost;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[Š. Kremzer]
UDC:	658.624:629.331
COBISS:	11623964
Views:	1901
Downloads:	125
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Diffusion of innovation car2go in Slovenia
Secondary abstract:	An increasing number of individual, social and environmental problems nowadays contributed to the discovery of new opportunities for transporting individuals. New forms of individual mobility such as carpooling or car sharing have appeared. Both forms of individual mobility are, unlike in the case of a traditional car rental, a relative innovation on the market. New individual mobility forms have appeared with primary goal: solving environmental problems such as air pollution and a shortage of fuel. Many companies took an advantage of the appearance of new problems and needs and they started to follow new trends. With the introduction of innovations such as car sharing services, companies demonstrated, not only striving for profit but also innovativeness and contribution to solving global problems. An example of such practice is Daimler, manufacturer of cars and commercial vehicles that started with car sharing service called car2go. Daimler certainly did, at the same time, contribute to the sustainable development of society and increase their profit. In the thesis we are dealing with the research of diffusion of innovation car2go in Slovenia. In the first, theoretical part we are describing the theory related to the research topic, which is necessary for implementing the empirical part. In theoretical part we describe new product development process, product life cycle, the concept of innovation, innovation lifecycle, diffusion of innovation, innovation introduction, types of users regarding adoption of innovation and the factors that influence the buying behavior. In the second, empirical part we present a research on diffusion of innovation in Slovenia. First we describe the individual mobility services, which are now appearing on the market as an innovation. We describe carpooling and car sharing in general and then we focus on car sharing only and present car sharing service of company Daimler called car2go. At this point we present company Daimler as well. In chapter research of diffusion of innovation car2go in Slovenia, we use a qualitative research, structured interview with actual users of car2go innovation, with a purpose of better understanding of innovation car2go users and to get information on the actual use of innovation car2go. We present also a quantitative research, structured questioning with the help of questionnaire. In research we try to find out if the residents of Maribor and Ljubljana would accept or reject innovation car2go; if Slovenians know about existence of car sharing services and innovation car2go; what type of users regarding acceptance of innovations Slovenians are; purpose and reason of usage; potential usage frequency of innovation car2go; residents of which city (Ljubljana or Maribor) would accept innovation car2go earlier; if adoption of innovation car2go is dependent on personal income, education and age of respondents. In the empirical part we present and interpret the results gained with a questionnaire, we test and present hypothesis testing results. The findings are presented in the final chapter.
Secondary keywords:	Diffusion of innovation;innovation;innovating;idea;car sharing;carpooling;individual mobility;car2go;new product;product life cycle;adoption;car;Slovenia;expansion;marketing;research.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	92 str., 6 str. pril.
ID:	8728313