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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106) 


Electric Car Brand Positioning in the Automotive Industry: Recommendations for Sustainable and Innovative Marketing Strategies

Author(s):  Etienne Musonera, Carol Cagle

Citation: Etienne Musonera, Carol Cagle, (2019) "Electric Car Brand Positioning in the Automotive Industry: Recommendations for Sustainable and Innovative Marketing Strategies," Journal of Strategic Innovation and Sustainability, Vol. 14, Iss. 1, pp. 120-133

Article Type: Research paper

Publisher: North American Business Press


Tesla is the market-leader and best-recognized brand in the electric car market. It has established itself as a must-have item for early adopters. While the car manufacturing industry has begun to pivot to sustainable eco-friendly cars to compete for Tesla’s customer base, the company continues to be positioned competitively in the market. We used Michael’s Porter’s five Forces to conduct industry analysis and we selected, justified and recommended sustainable strategies that are consistent with Tesla’s mission and goals. The changing market and cultural environment is mostly accepting to electric vehicles, and potential customers are attracted by its innovation and design.