University of Twente Student Theses


German energy suppliers from the perspective of business model dynamics

Bruns, Stephan Benedikt (2014) German energy suppliers from the perspective of business model dynamics.

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Abstract:Currently energy is a hot topic in the German society. This is due to the so called “Energiewende” which can be understood as a process towards a society without reliance on nuclear power. In order to reach this goal, energy is going to be produced by renewables for the major part. In the course of the “Energiewende”, Germany records a fast expansion of renewable energy generation in the recent decades. The fast extension has several consequences for the German energy sector. This paper tries to describe how the external environment of German energy suppliers have changed in recent years and how these changes affect the dominant energy business model of energy suppliers. Therefore a macro analyses was conducted and linked to the real world business models of the RWE AG and the Naturstrom AG. RWE is in this comparison a representative of a dominant energy supplier. The Naturstrom AG represents a rather small competitor to RWE which peruses the “Energiewende“ since its foundation. The RWE AG and the Naturstrom AG present significantly different energy suppliers with different business models. Due to their different business models, the companies show different successes. Whereas the RWE AG struggles with the current situation, the Naturstrom AG profits from the changes in the macro environment. Results show that changes in the macro environment lead to a receding importance of conventional energy supply. Changes which drive the energy transition takes place in social, legal or technical respect, for instance. This in turn leads to changes in the dominant business model of energy suppliers. Business models of energy suppliers seem to become greener in general. Products, services, the customer relationship and infrastructure management are coined by the development towards a more environmental friendly energy production.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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