This research follows on a previous study to explore key aspects of successful Intelligent Transportation Systems (ITS) deployment within existing institutional, organizational and market environments. The researcher developed three additional case studies of successful ITS deployment in the U.S. and Europe, and revisited one case from the previous work. Results from literature searches and surveys were analyzed, and findings on institutional, organizational and market factors are presented. Key words: ITS, deployment, institutional, value, business models, benefits, highway capacity