Technological progress is reaching unprecedented speeds and milestones around the world, leading to profound changes in daily life and society. In parallel with these advances and as a direct consequence, barriers to cross-border trade continue to fall. In such an environment, it is of utmost importance to understand the multi-layered differences that cause diverse social groups in different regions of the world to perceive and accept the same newly introduced technology differently. Recognising the relevance and complexity of this context, BlueSky, research and development division of Airbus, has launched Project 42. The aim of the project is to understand the determinants of the process of new technology adoption and to create a multi-agent system that can simulate this process and support business decisions by predicting the behaviour of different social and demographic groups in the face of the introduction of new disruptive technologies in the market. To achieve this goal, (1) a literature review was conducted, then (2) a sustainability pillar-based framework was proposed to model the agents of the multi-agent system, and (3) a Serious Game was designed and developed to improve the modelling of the agents and collect relevant information about socio-cultural differences in the process of innovation adoption. This dissertation reports on the author's contribution to Project 42, which is still ongoing. Future results (i.e. the dissemination of the Serious Game and the related data collection) may be published in a new research paper.
Il progresso tecnologico sta raggiungendo velocità e traguardi senza precedenti in tutto il mondo, portando a profondi cambiamenti nella vita quotidiana e nella società. Parallelamente a questi progressi e come diretta conseguenza, le barriere al commercio internazionale continuano a diminuire. In questo contesto, è estremamente importante comprendere le differenze a più livelli che portano diversi gruppi sociali in diverse regioni del mondo a percepire e accettare in modo diverso la stessa tecnologia di recente introduzione. Riconoscendo l'importanza e la complessità di questo contesto, BlueSky, divisione di ricerca e sviluppo di Airbus, ha lanciato il Progetto 42. L'obiettivo del progetto è comprendere le determinanti del processo di adozione delle nuove tecnologie e creare un sistema multi-agente che possa simulare questo processo e supportare le decisioni aziendali prevedendo il comportamento di diversi gruppi sociali e demografici di fronte all'introduzione di nuove tecnologie dirompenti nel mercato. Per raggiungere questo obiettivo, (1) è stata condotta una revisione della letteratura, quindi (2) è stato proposto un framework basato sui pilastri della sostenibilità per modellare gli agenti del sistema multi-agente e (3) è stato progettato e sviluppato un Serious Game per migliorare la modellazione degli agenti e raccogliere informazioni rilevanti sulle differenze socio-culturali nel processo di adozione delle innovazioni. Questa tesi riporta il contributo dell'autore al Progetto 42, il quale è ancora in corso. I risultati futuri (cioè la diffusione del Serious Game e la relativa raccolta di dati) potranno essere pubblicati in un nuovo lavoro di ricerca.
determinants of technology adoption: the case of airbus project 42
VADACCA, LUCA
2022/2023
Abstract
Technological progress is reaching unprecedented speeds and milestones around the world, leading to profound changes in daily life and society. In parallel with these advances and as a direct consequence, barriers to cross-border trade continue to fall. In such an environment, it is of utmost importance to understand the multi-layered differences that cause diverse social groups in different regions of the world to perceive and accept the same newly introduced technology differently. Recognising the relevance and complexity of this context, BlueSky, research and development division of Airbus, has launched Project 42. The aim of the project is to understand the determinants of the process of new technology adoption and to create a multi-agent system that can simulate this process and support business decisions by predicting the behaviour of different social and demographic groups in the face of the introduction of new disruptive technologies in the market. To achieve this goal, (1) a literature review was conducted, then (2) a sustainability pillar-based framework was proposed to model the agents of the multi-agent system, and (3) a Serious Game was designed and developed to improve the modelling of the agents and collect relevant information about socio-cultural differences in the process of innovation adoption. This dissertation reports on the author's contribution to Project 42, which is still ongoing. Future results (i.e. the dissemination of the Serious Game and the related data collection) may be published in a new research paper.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/204314