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for this emerging technology involves three closely intertwined activities: the
identification of relevant people and things which can form a constituency into
which the product can be launched; the narration of a tellable story which
articulates and renders accountable relations of people and things; and the
development of a compelling version of this story to provide a basis for ongoing
engagement of the putative constituency. Identifying potential members for the
constituency, convincing them of the compelling nature of the mobility based
story, managing access to the constituency and maintaining internal relations
between the marketing team and the rest of the corporate organization are all
ongoing aspects of this market building activity. The paper forms a contribution
to marketing theory by bringing ideas of constituencies, tellable and compelling
stories from science and technology studies research together with insights from
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