The Impact of Product Failure on Innovation Diffusion: The Example of the Cargo Bike as Alternative Vehicle for Urban Transport

• Published in: Transportation research procedia (Online) 2016, Vol.19, p.269-271
• Main Authors: Heinrich, Lea, Schulz, Wolfgang H., Geis, Isabella
• Format: Article
• Language: English
• Subjects: cargo bicycles; early adopters; innovation diffusion; technology deficits; urban transport
• ISSN: 2352-1465; 2352-1465
• DOI: 10.1016/j.trpro.2016.12.086

Transport systems are marked by a strong path dependency due to habits, infrastructure, and market rigidities. This path dependency result is challenging for innovative solutions as they face unexpected barriers, but also abrupt acceleration once the barriers are overcome. In consequence, innovation diffusion needs special attention when transforming the transport system. From previous research, it is known that the success of innovation diffusion depends on factors, such as the early adopters or the spread of information within the social system under consideration of basic economic conditions. Research has shown the importance of information and information distribution in all phases of the innovation diffusion process. Therefore, current studies analyze the effect of information on innovation diffusion among private users as well as among industry actors in terms of buying and investment decisions. As a consequence, word of mouth is a decisive factor. Focusing on the transformation of urban transport networks, the European Commission decided to promote cycling and thus, to open the way for changes in mobility behavior and modal choice. Cycling is assumed to be a sustainable mode with high potentials for resources efficiency, minimization of the impact of the transport system on the environment and improving urban transport systems. E-bikes shall additionally improve the attractiveness of cycling and thereby foster the usage among a larger customer group. Bikes, however, are not only a potential mode for mobility but also play an important role in the transformation of urban logistics. Therefore, cargo bikes are a promising vehicle for innovative urban logistics concepts in terms of sustainable urban transport an improvement of efficiency and reliability of last mile deliveries. The vehicles allow the use of alternative driveways beside main traffic routes and those restricted to motorized vehicles, as well as an easement of parking space search. Consequently, cargo bicycles facilitate time savings and improved accessibility to destination addresses in urban agglomeration areas. Positive effects besides improved efficiency are economic benefits in terms of fuel savings and image effects, the contribution to employees’ health conditions and higher quality of life due to the reduction of harmful impacts on the environment caused by emissions, congestion, and noise. Especially for commercial use, cargo bicycles are equipped with electric power trains enabli