Sustainable transportation, corporate social responsibility and patent strategy: is tesla's patent pledge a work of social value or marketing decision?

Abstract

This research offers an interdisciplinary analysis of a dimension of Tesla's marketing strategy intricately linked to the company's unique innovation management and intellectual property protection. The primary objective of this study is to explore the use of patents in new technologies, assessing the extent to which automotive industry rely on intellectual property mechanisms as strategic tools for growth and marketing promotion. It is crucial to investigate whether an open innovation strategy, such as a patent pledge adopted by Tesla, would be considered an effective and intelligent approach to green marketing.

The genesis of this research stems from earlier studies in which the authors examined patent developments in technology markets and their impact on business growth, competitiveness, and Corporate Social Responsibility initiatives.[1] The findings of that study prompted the authors to delve further into the application of Technological Social Responsibility in selected cases of new and emerging technologies related to green technology solutions, green intellectual property, smart mobility, and sustainable transport. ^{[2] [3]}

The results of prior studies conducted by the authors in the area of green technology, patent protection, and innovation management underscored the necessity for additional interdisciplinary research to connect the dots between green marketing, sustainable transport, and open innovation—particularly the patent pledge promoted by Tesla.

^[1] Shariat, S., & Gholizadehdastjerd, S. (2022a). Patent Developments in Technology Markets: Business Growth, Competitiveness and Corporate Social Responsibility. Paper presented at XXI International Congress on Public and Non-profit Marketing, Braga, Portugal.

^[2] Shariat, S., & Gholizadehdastjerd, S. (2022). Technological Social Responsibility: The Power of Innovation Technology to Align Corporate and Societal Interests. Paper presented at the 9th International Conference on Social Responsibility, Ethics and Sustainable Business, Östersund, Sweden.

[3]Shariat, S., & Gholizadehdastjerd, S. (2023). Technological Social Responsibility, Smart Cities, and Mobility: Making a Case for People with Disability. Paper presented at the 10th International Conference on Corporate Responsibility and Sustainability: Past, Present, Future, Bucharest, Romania, ICSR 2023.