Online based environmental innovation diffusion
A case study of Commute Greener`s communication
Sammanfattning
In today’s global market, companies engage in developing innovative products that they hope will give them competitive advantage. At the same time a variety of online communication channels emerged, giving the developers the possibility to reach their targets with the use of other than the established channels of mass media and word-of-mouth. This study aims to describe a specific case in which online communication is used for an environmental innovation diffusion. The case is described both from the developers and users perspective. The data was collected by the use of several research methods: document analysis, interviews and survey. Opportunities and challenges coming with engaging in online communication for innovation diffusion are presented, as well as suggestions for further research.
Examinationsnivå
Master theses
Datum
2013-09-20Författare
Bartoszewicz, Maria Anna
Vanaga, Liene
Nyckelord
application
Commute Greener
diffusion
innovation
online communication
Serie/rapportnr.
1651-4769
2013:085
Språk
eng