EV Webinar Series: Socially Responsible Product Positioning and the Electric Vehicle Industry
Wednesday, June 9, 2021
1:30 pm - 2:30 pm
Dr. Funda Sahin Associate Professor of Supply Chain Management, University of Houston
Incorporating corporate social responsibility into product positioning decisions is an important element of a firm’s sustainable agenda. Offering socially responsible products can increase the consumers’ willingness to pay for the item, have a positive or negative spillover effect on the consumers’ perceived product image, increase the item’s production and marketing costs, enable sales in new market segments and elicit market response from rivals. Our research shows that offering a socially responsible product not only has societal benefits, but its provision is linked to product and process innovations, which have spillover effects on the product’s conventional characteristics and subsequently, its product image. Consideration of these relationships provides new insights into socially responsible product positioning. This presentation provides examples of socially responsible product positioning in the auto industry and discusses the evolution of electric vehicles and the ir development in providing sustainable transportation.