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Stretching, embeddedness, and scripts in a sociotechnical transition: Explaining the failure of electric mobility at Better Place (2007–2013)

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  • Sovacool, Benjamin K.
  • Noel, Lance
  • Orsato, Renato J.

Abstract

Based on field research, interviews, and participant observation, this study explores the failure of Better Place—a now bankrupt company—to successfully demonstrate and deploy battery swapping stations and electric vehicle charging infrastructure. To do so, it draws from concepts in innovation studies, sociotechnical transitions, management science, organizational studies, and sociology. The study expands upon the notion of “fit-stretch”, which explains how innovations can move from an initial “fit” (with existing user practices, discourses, technical form) to a subsequent “stretch” (as the technology further develops, new functionalities are opened up, etc.) in the process of long-term transitions. It also draws from the “dialectical issue life cycle model” or “triple embeddedness framework” to explain the process whereby incumbent industry actors can introduce defensive innovations to “contain” a new niche from expanding. It lastly incorporates elements from design-driven innovation and organizational learning related to schemas and scripts, concepts that illustrate the vision-dependent and discursive elements of the innovation process. It uses the case study of Better Place to test and build upon these concepts. With a market valuation of more than $2 billion, Better Place was poised to become one of the most innovative companies in the electric mobility market. Yet after operating for five years it declared bankruptcy and saw its assets sold off for less than $500,000. We suggest here that Better Place failed because it “stretched” to the point that it “broke;” that it provoked a defensive response from both old automotive manufacturers (such as General Motors) and new ones (such as Tesla); and that the fantastic nature of its visionary scripts convinced its investors and promoters to unrealistically raise expectations and downplay persistent risks.

Suggested Citation

  • Sovacool, Benjamin K. & Noel, Lance & Orsato, Renato J., 2017. "Stretching, embeddedness, and scripts in a sociotechnical transition: Explaining the failure of electric mobility at Better Place (2007–2013)," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 24-34.
    • Handle: RePEc:eee:tefoso:v:123:y:2017:i:c:p:24-34
    DOI: 10.1016/j.techfore.2017.05.037
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    References listed on IDEAS

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    2. Attila Havas & Doris Schartinger & K. Matthias Weber, 2022. "Innovation Studies, Social Innovation, and Sustainability Transitions Research: From mutual ignorance towards an integrative perspective?," CERS-IE WORKING PAPERS 2227, Institute of Economics, Centre for Economic and Regional Studies.
    3. Bonaccorsi, Andrea & Apreda, Riccardo & Fantoni, Gualtiero, 2020. "Expert biases in technology foresight. Why they are a problem and how to mitigate them," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
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    6. Nadejda Komendantova & Sonata Neumueller, 2020. "Discourses about energy transition in Austrian climate and energy model regions: Turning awareness into action," Energy & Environment, , vol. 31(8), pages 1473-1497, December.
    7. Brauers, Hanna & Oei, Pao-Yu, 2020. "The political economy of coal in Poland: Drivers and barriers for a shift away from fossil fuels," Energy Policy, Elsevier, vol. 144(C).
    8. Gruber, Mario, 2020. "An evolutionary perspective on adoption-diffusion theory," Journal of Business Research, Elsevier, vol. 116(C), pages 535-541.
    9. Sovacool, Benjamin K. & Kester, Johannes & Noel, Lance & Zarazua de Rubens, Gerardo, 2020. "Actors, business models, and innovation activity systems for vehicle-to-grid (V2G) technology: A comprehensive review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 131(C).
    10. Yongzhong Wu & Siyi Zhuge & Guoxin Han & Wei Xie, 2022. "Economics of Battery Swapping for Electric Vehicles—Simulation-Based Analysis," Energies, MDPI, vol. 15(5), pages 1-18, February.

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