Commercializing Sustainable Technologies by Developing Attractive Value Propositions: The Case of Photovoltaic Panels

IF 4.2 4区管理学 Q1 ENVIRONMENTAL STUDIES

Organization & Environment Pub Date : 2020-06-01 DOI:10.1177/1086026619853797

A. Vernay, M. Sohns, J. Schleich, Meyer Haggège

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引用次数: 5

Abstract

Despite their promise for tackling environmental problems, sustainable technologies are difficult to move from niche to mass markets. They require firms to develop innovative business models. This article focuses on how firms can develop their value propositions to increase the market attractiveness of sustainable technologies that are economically attractive but are difficult to commercialize. The results are based on an analysis of six German utilities that developed offers for power supply self-sufficiency using photovoltaic technology. The article proposes four generic tactics firms can use to market this technology—simplify, mimic, configure, and engage—and describes and discusses how each of these tactics can help firms deliver and capture value. The study also compares and contrasts how firms combine tactics to increase the attractiveness of their value propositions. The article contributes to the growing literature on business models for sustainability and proposes recommendations to help sustainable innovation overcome customer inertia.

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通过开发有吸引力的价值主张实现可持续技术的商业化:光伏板的案例

尽管可持续技术有望解决环境问题，但它们很难从小众市场进入大众市场。它们要求企业开发创新的商业模式。本文的重点是公司如何发展其价值主张，以增加具有经济吸引力但难以商业化的可持续技术的市场吸引力。这一结果是基于对六家德国公用事业公司的分析，这些公司提出了利用光伏技术实现电力供应自给自足的方案。本文提出了四种通用策略，公司可以使用它们来推广这种技术——简化、模仿、配置和参与——并描述和讨论了这些策略如何帮助公司交付和获取价值。该研究还比较和对比了公司如何结合策略来增加其价值主张的吸引力。这篇文章为不断增长的可持续商业模式文献做出了贡献，并提出了帮助可持续创新克服客户惯性的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Organization & Environment Multiple-

CiteScore

11.20

自引率

5.70%

发文量

期刊介绍： Organization & Environment encourages informed discussion about the social roots and consequences of environmental problems and stimulates deeper reflection on the meaning and significance of the natural world. By critically examining the impact of human production and consumption systems on the natural environment, Organization & Environment develops new perspectives on organizations that encourage environmentally sensitive reflection, inquiry, and practice.