The Role of Buying Center Members’ Individual Motivations for the Adoption of Innovative Hybrid Offerings - The Case of Battery Electric Vehicles in Corporate Fleets

This paper investigates the adoption of innovative hybrid offerings in the case of battery electric vehicles (BEVs) in corporate fleets. In an exploratory research using depth interviews with 16 experts for BEVs, different buying center roles as well as their individual motivations for the adoption of BEVs could be identified. We develop a two-tier typology of buying center members’ individual motivations relating to both personal interests (such as environmental concern) and role-based motivations (such as the promotion of the corporate image). These motivations either foster or hinder the adoption of BEVs in corporate fleets. Based on the typology, implications for theory, for management practice and for government can be developed to enhance the adoption of BEVs in corporate fleets.