One step ahead

: how sustainable technologies can be commercialized through Business Models : an Investigation of german sustainable energy SMEs

Abstract

Sustainable technologies promise to reduce environmental issues like carbon emission, air pollution and temperature targets. Due to a lack of attractiveness and customer acceptance, they have not yet made the leap into the mass market. Tactics to overcome this challenge are little explored which is why the commercialization of said technologies remains a complex and challenging task for companies. The holistic creation of the business model (BM) can help companies increase market attractiveness and hence create mainstream market acceptance. Business model patterns (BMPs) prove to be impactful in designing the BM to minimize the challenges. By means of a literature review, a framework of challenges, tactics, and BMPs is developed and subsequently validated by conducting eleven expert interviews with small and medium-sized energy technology enterprises and industry experts. This thesis identifies five challenges that can be minimized by using one or more of the tactics financial incentives, simplifying, mimicking, consumer education, configuration, and engagement. Within these tactics, twelve relevant BMPs are highlighted to provide managers with a concrete configuration opportunity. Additionally, their impact on the BM for a completely sophisticated business model design is discussed. This work not only facilitates the market integration for sustainable technology companies but also contributes to a more sustainable future.

Date of Award	24 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	René Bohnsack (Supervisor)