Kundenpräferenzen für leistungsrelevante Attribute von Stromprodukten

Zusammenfassung: Dieser Beitrag befasst sich mit der Frage, ob die Standard-Stromprodukte für private Stromkunden in der Schweiz den Kundenpräferenzen entsprechen. Basierend auf einer Online-Befragung mit Choice Experimenten, die 9420 Wahlentscheidungen von 628 Privatkunden in der Ostschweiz erfasste, beantwortet dieser Beitrag Fragen zum bevorzugten Stromprodukt. Mit Hilfe von hierarchischen Bayes Schätzungen sind Kundenpräferenzen und die Wichtigkeit einzelner Attribute für die Produktwahl bestimmt worden. Daraus können Teilnutzenwerte für verschiedene Attributsausprägungen berechnet und implizite Zahlungsbereitschaften abgeleitet werden. Am wichtigsten sind für den Kunden der Strommix, die monatlichen Stromkosten und der Ort der Stromproduktion. Im Vergleich von fünf untersuchten Ausprägungen des Strommix erreicht der bestehende Schweizer Mix aus vorwiegend Kernenergie und Wasserkraft in der Gunst der Kunden den vorletzten Platz. Demgegenüber stehen Mixes mit Ökostromanteilen bei den Kunden deutlich höher im Kurs. Die Studienergebnisse zeigen somit Handlungsmöglichkeiten für die Produktgestaltung und die marketingstrategische Positionierung im liberalisierten Strommarkt au

Irrational austerity

Innovative Firmen mit nachhaltigen Energietechnologien im Entwicklungsportfolio erhalten bislang wenig Unterstützung von Risikokapitalgebern. Eine genauere Betrachtung der Firmen zeigt, dass es aber eine ganze Reihe hervorragender Investment-Möglichkeiten gibt. Sie zu vernachlässigen, wäre falsch

Die Landkarte des ökologischen Massenmarktes

In Ausgabe 2 / 1 9 9 8 von Ökologisches Wirtschaften prognostizierte Helmut Hagemann einen Ausbruch ökologischer Produkte aus der Marktnische. Im Schweizer Lebensmitteleinzelhandel ist diese Entwicklung seit einigen Jahren Realität. Ein Forschungsprojekt des IWÖ-HSG (1) befasst sich seit längerem mit dem Übergang von der Öko-Nische zum Massenmarkt und hat ein Instrument entwickelt, mit dem die Entwicklung visualisiert und mögliche Strategien dargestellt werden können

Greening Goliaths versus Emerging Davids

This paper proposes a model of how incumbents and new entrants engage in sustainable entrepreneurship. We suggest that in the early stages of an industry’s sustainability transformation, new entrants (‘Emerging Davids’) are more likely than incumbents to pursue sustainability-related opportunities. Incumbents react to the activities of new entrants by engaging in corporate sustainable entrepreneurship activities. While these ‘Greening Goliaths’ are often less ambitious in their environmental and social goals, they may have a broader reach due to their established market presence. This paper analyses the interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ and theorizes about how it is their compounded impact that promotes the sustainable transformation of industries

What's driving sustainable energy consumption? : a survey of the empirical literature

The focus of the paper is on the individual decision of energy consumers, and it's relation to sustainable consumption. Consumer behavior is based on individual decisions, but it depends largely on supply-side measures and an appropriate infrastructure (e.g. the availability of energy-efficient household equipment) and on socio-political factors (e.g. if systems of emissions trading or eco-labels exist). We derive some hypotheses on the determinants of sustainable energy consumption in residential buildings from a review of the empirical literature on the diffusion of energy efficient activities. While there is agreement on a lot of factors, the role of environmental attitudes and environmental behavior remains uncertain. Thus research needs are derived respectively. Finally, we specify these hypotheses for three specific technologies of sustainable energy consumption: Domestic appliances, micro-power and green electricity

What's Driving Sustainable Energy Consumption? A Survey of the Empirical Literature

The focus of the paper is on the individual decision of energy consumers, and it's relation to sustainable consumption. Consumer behavior is based on individual decisions, but it depends largely on supply-side measures and an appropriate infrastructure (e.g. the availability of energy-efficient household equipment) and on socio-political factors (e.g. if systems of emissions trading or eco-labels exist). We derive some hypotheses on the determinants of sustainable energy consumption in residential buildings from a review of the empirical literature on the diffusion of energy efficient activities. While there is agreement on a lot of factors, the role of environmental attitudes and environmental behavior remains uncertain. Thus research needs are derived respectively. Finally, we specify these hypotheses for three specific technologies of sustainable energy consumption: Domestic appliances, micro-power and green electricity. --Sustainable consumption,consumer behaviour,domestic appliances,micro-power,green electricity

The Strength of Strong Ties in an Emerging Industry: Experimental Evidence of the Effects of Status Hierarchies and Personal Ties in Venture Capitalist Decision Making

Drawing from social network theory, scholars have identified two ways in which social ties influence venture capital investment decisions: directly through personal ties and indirectly through status hierarchies. Previous research has examined these effects independently. Our study is the first to perform a joint examination of the role of social ties and status hierarchies in venture capital decision making. We examine the relative importance of these two mechanisms through an adaptive choice-based conjoint experiment comprising of 3,132 investment decisions made by 86 venture capitalists from the United States and Europe. Our experimental context allows us to explore whether, under high levels of market uncertainty, strong personal ties exert more influence over investment decisions than the presence of a high-status investor in the deal. We also explore the moderating effects that market structure and experience play in shaping these decision processes. Our findings reveal that personal ties are more important in venture capital decision making when compared to the relative status of other venture capital firms participating in the investment syndicate. Building on our main findings, we show that the influence of personal ties is less pronounced in the European investment community, as compared to more densely networked U.S. investors. We also find a U-shaped relationship between venture capitalist experience and the influence of personal networks on investment decisions. (authors' abstract