ABSTRACT
The primary purpose of this project is to understand the adoption of hybrid technology (in view of the focus towards environmental sustainability and the depletion of natural fuel sources) for the purpose of transportation across geographies and identify the main barriers for the diffusion process in the cities of Dubai and Sydney. This study further identifies a viable strategy to face the growing competition on eco-friendly automobiles and analyses the key adoption drivers for the technology across countries with a specific focus on the identified geographies. We conclude with brand specific recommendations for Toyota Prius after the necessary qualitative and quantitative study.
