Innovation Process 'Fuel Cell Vehicle': What Strategy Promises to be Most Successful?

Many car manufacturers recognize fuel cell vehicles as future substitutes for conventional cars with internal combustion engines. According to press releases and brochures, different strategic approaches of the automobile companies to fuel cell technology can be identified. These strategies match to a high degree the market entry strategies known from strategic marketing literature. A system dynamics model that reflects the beginning innovation process and the strategic approaches of a pioneer (first to market), an early follower (early to market) and a late follower (late to market) has been built. It examines the future prospects of the car manufacturers’ strategies in three different scenarios, which illuminate possible future developments of external influences like politics or fuel infrastructure.