Kaenzig, JosefJosefKaenzigWüstenhagen, RolfRolfWüstenhagen2023-04-132023-04-132008-08-12https://www.alexandria.unisg.ch/handle/20.500.14171/77981A threefold increase in crude oil prices over the last five years, growing concern about climate change, and public policies promoting renewable energy have begun to cause a fundamental transformation of the housing industry. In this phase of discontinuous change, it is essential for both incumbent heating marketers as well as new entrants to understand shifting customer preferences. This article provides critical insights for successful creation of customer value with new residential energy technologies.enjournal article