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dc.contributor.authorDahl, Anne
dc.contributor.authorHaug, Jens Arne
dc.date.accessioned2020-11-06T09:13:17Z
dc.date.available2020-11-06T09:13:17Z
dc.date.issued2020
dc.identifier.urihttps://hdl.handle.net/11250/2686675
dc.descriptionMasteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2020/Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020en_US
dc.description.abstractAbstract The need for more sustainable transport methods have been highlighted due to challenges such as traffic congestion, greenhouse gas emissions and pollution in urban areas. The shared electric scooters have become increasingly popular and have been promoted as a solution to the mentioned problems. However, this type of micromobility has been prone to criticism and the demand for stricter regulations has intensified. This master thesis applies the Green Innovation Value Chain (GIVC) as a framework for analyzing the environmental and financial performance across the links of five stakeholder: manufacturer, distributor, customer, government and environment. In this case, the shared e-scooters are compared with the more conventional alternative, public transit. From the results, we conclude that public transit is more attractive, both financially and environmentally, than e-scooters. Especially for the governments and the customers, as well as the environment, e-scooter proves to not be comparable with public transit. Keywords: green innovation value chain; e-scooters; shared micromobility; public transiten_US
dc.language.isoengen_US
dc.publisherHandelshøyskolen BIen_US
dc.subjectmarkedsføringen_US
dc.subjectmarketingen_US
dc.subjectmarketing managementen_US
dc.subjectmarkedsføringsledelseen_US
dc.subjectstrategisken_US
dc.subjectstrategicen_US
dc.titleE-scooter – convenience versus environment: a green innovation value chain analysis of transportation in urban areasen_US
dc.typeMaster thesisen_US


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