Developing the 'right' breakthrough product/service: an application of theumbrella methodology to electric vehicles - Part B

This paper is Part B of our investigation into a potential new approach for dealing with the market forecast and introduction breakthrough products. P art A of this research presented a theoretical model which we have termed t he "Umbrella Methodology" as an alternative means for choosing the 'right' breakthrough product to develop, based on information on a number of key in puts which impact the success of new products. This paper applies that meth odology to the case of the electric vehicle, which represents a breakthroug h product, which is very close to market introduction. This paper is meant to be demonstrative in nature, illustrating how the methodology of Part A c an be implemented. It is not a strategic suggestion or advice aimed at elec tric vehicle developers. The exercise shows how, even using only secondary information, product developers can make better-informed decisions regardin g which breakthrough product to introduce.