This book answers questions such as: How do you market green electricity or bio-methane? What is the right price for renewable energy? How do the legal framework and customer preferences influence marketing strategies? Is direct marketing or online marketing the key to success?
Answers to these and many other questions can be found in this volume, which gathers contributions from leading researchers and respected practitioners. Employing an easy-to-follow, clearly structured format, it combines the latest research results and concrete case studies to help readers understand the fundamentals of marketing for renewable energies and new business models from different countries.
About the Author
Carsten Herbes is a professor of international management and renewable energy at Nuertingen-Geislingen University (NGU) and Director of the ‘Institute for International Research on Sustainable Management and Renewable Energy’. His research interests include marketing and acceptance of renewable energies, renewable energy cooperatives, Japanese business and economy. Before joining NGU he worked as a management consultant and board member of a bio-energy company.
Christian Friege is the former CEO of LichtBlick AG, a leading green energy company in Germany and a consultant in the field. His research interests include renewable energy, direct selling and customer management. His research was published, among others, in Journal of Service Research and Energy Policy. He has taught at Nuertingen Geislingen University and University of St. Gallen. Currently, he serves as a member of the board of Cewe Stiftung & Co KGaA.
Table of ContentsFoundations of Renewable Energy Marketing: Marketing Renewable Energy - Fundamental Concepts.- Global Markets and Trends for Renewables.- Consumer Preferences for Renewable Energy.- Direct Selling of Renewable Energy Products.- Market Segmentation for Green Electricity Marketing - Results of a Choice-Based Conjoint Analysis with German Electricity Consumers.- Introducing Green Electricity as the Default Option.- Certificates in the Market for Renewable Energy in Germany.- Special Markets and New Business Models: Marketing of Biomethane.- Renewable Energies in the Contracting Market.- Renewable Energy in the Marketing of Tourism Companies.- From Energy Supplier to Capacity Manager - New Business Models in Green and Decentralized Energy Markets.- Driving Renewables: Business Models for the Integration of Renewable Energy and E-Mobility in Europe.- Smart Battery Systems Driving Renewable Energy Markets.- Marketing of Renewables in Regional Markets: Exploiting the Economic Opportunities of the Energy Transition.- Building a Renewables-Driven Power System. Successes and Challenges in Germany.- Marketing Renewable Energy in France.- Marketing Renewable Energy in the United Kingdom.- Marketing Renewable Energy in Italy.- Marketing Renewable Energy in Japan.