Active stakeholder involvement and organisational tasks as factors for an effective communication and governance strategy in the promotion of e-taxis. Results from a field research lab

Derived from a field research lab, this article contributes empirical results to the discussion on how communication and governance strategies can be effectively developed to promote the electrification of the taxi business (e-taxi business). The conceptual section indicates the relevance of this discussion. Based on multi-method research, a main finding is that, besides the relevant discussions on the technical aspects, organisational and social development tasks should be considered. Communication and governance strategies have to be flexibly adapted to the dynamics, uncertainties and especially heterogeneities raised by the specific settings. Thus active, deliberative and long-term stakeholder involvement based on an effective project network of capable organisations constitutes a central success factor and resource for developing a working e-taxi fleet in a conventionally orientated traffic environment. The article develops general and specific recommendations on how this can be designed and implemented. Based on empirical social research on attitudes and perceptions, for instance, existing user typologies will be elaborated upon. This supports the communication used for attracting entrepreneurs to participate in a planned developmental project and for involving entrepreneurs during the endeavour in his running stage. The article also presents organisational measures on how taxi companies coped with technical or infrastructural flaws.