Many car manufacturers recognize fuel cell vehicles as future substitutes for conventional cars with internal combustion engine. According to press releases and brochures, different strategic approaches of the automobile companies concerning fuel cell technology can be identified. Those strategies match the market entry strategies known from strategic marketing literature to a high degree. A system dynamics model that reflects the beginning innovation process and the strategic approaches of a pioneer (first to market), an early follower (early to market) and a late follower (late to market) has been build. It examines the future prospects of the car manufacturers' strategies in three different scenarios, which illuminate possible future developments of external influences like politics or fuel infrastructure.
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