From protection to selective exposure: commercial demonstrations as steppingstones for upscaled technology diffusion

Abstract

Examining how actively constructed processes of demand articulation can enable upscaled technology diffusion, this paper introduces a distinction between pre-commercial and commercial demonstrations. The paper argues that these two forms of demonstration play different roles in the adoption of innovative technologies. Whereas pre-commercial demonstrations are initiated to facilitate entry into niche markets, commercial demonstrations are devised to ease entry to mass markets. The paper presents a comparative case analysis of commercial demonstration projects featuring electrified heavy trucks in urban applications. The analysis focuses on the relation between the technologies and the selection environments they operate in, showing how stakeholders actively shape selection environments in commercial demonstrations. The analysis further shows how network relationships and lessons learned empower stakeholders to articulate forceful demands on institutional changes that promote an upscaled technology diffusion.