Options
Moritz Loock
Title
Prof. Dr.
Last Name
Loock
First name
Moritz
Email
moritz.loock@unisg.ch
Phone
+41 71 224 2586
Now showing
1 - 4 of 4
-
PublicationGeneric customer segments and business models for smart grids : Empirical evidence from a cross-European country studyThe implementation of smart grids - one of the urgent goals to meet international policy expectations for energy efficiency and CO2 reduction targets - is not a technological issue alone, as it also requires social acceptance by various stakeholders (Wolsink 2011). It is of particular interest that smart grid products and services provide value to the customer. On the one hand, customer value of smart grid technologies is crucial to customer acceptance. On the other hand, as customer value is a key driver for economic value creation and competitive advantage (DeSarbo et al. 2001; Porter 1985), it is also important for companies and investors and thus will affect market acceptance of smart grid technologies. In the literature, business models address the bridge between customers and company needs and serve as mediators between technology and economic success by providing a value proposition to customers and a revenue model for companies (Chesbrough and Rosenbloom 2002). However, we know from the literature that a one-size-fits-all business model may not lead to the best results as it might fail to address heterogeneous customer value perceptions (DeSarbo et al. 2001; Morris et al. 2005; Ruiz et al. 2007; Wiedmann et al. 2009). Thus, different business models providing different customer value propositions need to be developed to fit the different market segments in an optimal way. On the basis of a cross-European country study, we explore three generic B2C customer segments for smart grid products and services based on different value perceptions (Supporters, Ambiguous and Skeptics). Based on the segmentation we conceptually derive four generic business model designs with different customer value propositions best suited for approaching those segments (Saver, Smart+, Trader, Smart Camouflage). Implications for energy policy, research and smart grid management are derived from the findings.Type: journal articleJournal: der markt: International Journal of MarketingVolume: 51Issue: 2-3
-
PublicationDebt For Brands: Tracking Down A Bias In Financing Photovoltaic Projects In GermanyWhat kinds of PV project configurations do lenders prefer to finance? Recent developments in the field of renewable energy project finance have reinforced the need for investigation, as fundraising has become more challenging and project evaluation by banks more demanding. To contribute to the limited research in this field, we focus on photovoltaic projects and report from an Adaptive Choice-Based Conjoint experiment with German experts in project finance. We find a bias which we call "debt for brands". Simulations reveal that debt investors prefer projects with premium brand technology (modules, inverters) to low-cost technology. Although we assumed that lenders prefer projects with the highest Debt Service Cover Ratio (DSCR), they favour projects with lower DSCR, as long as those projects include premium brand technology. We find that, if premium brands were engaged, lenders would also choose projects with higher risk. Our findings have implications for renewable energy project finance in practice and researchType: journal articleJournal: Journal of Cleaner ProductionVolume: 19Issue: 12
Scopus© Citations 21 -
PublicationUnderstanding the Value of Business Models for Renewable Energy : Empirical Evidence from Choice Experiments with InvestorsThe diffusion of renewable energy requires capital. But it is difficult to evaluate renewable energy investments as the renewable energy sector is an entrepreneurial industry (e.g. coined by technological, political and market uncertainty). Thus, traditional evaluation of investment choices is difficult to apply. From preliminary research and interviews with practitioners we assume business models would help to evaluate investment decisions. The business model approach provides a robust qualitative framework and is suitable to evaluate firm potential. To contribute to only limited research in that area we ask: In what business models do top investment managers for renewable energy prefer to invest? We report from choice experiments with top investment managers for renewable energy with important implications for renewable energy managers and research.Type: conference paper
-
PublicationDeterminants of Credit Allocation for Photovoltaic Projects : Research Outline and Preliminary Findings from Conjoint Experiments with German Financing Experts(Centre for Sustainability Management, Leuphana University of Lüneburg, 2010)