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Geschäftsmodelle in der Energiewirtschaft: Ein Kompendium von der Methodik bis zur Anwendung

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  • Löbbe, Sabine
  • Hackbarth, André

Abstract

Ob Student oder Angestellter, Forscher oder Unternehmer, Politiker oder Dozent, ob im Start-up oder im Unternehmens-Oldie "Energieversorger" - heute kommt vermeintlich keiner ohne ein gutes Geschäftsmodell aus. Warum ist das so? Was macht Geschäftsmodelle zu "fleißigen Lieschen" nicht nur der Betriebswirtschaftslehre, sondern auch der Ingenieure, Volkswirte oder Informatiker? Das Geschäftsmodell beschreibt das Prinzip, nach dem eine Organisation Werte schafft, vermittelt und erfasst. Es ermöglicht durch diese Vereinfachung und Strukturierung eine leichtere Kommunikation und Analyse des Gesamtkonstrukts oder seiner Bestandteile. Es dient als Planungsinstrument, mit dessen Hilfe Innovationen effizienter und gezielter identifiziert werden können. Geschäftsmodelle können auf Ebene von Unternehmen oder einzelner Geschäftseinheiten entwickelt werden. Das vorliegende Kompendium dient dem Studenten wie dem Praktiker der Energiewirtschaft als methodische Basis zur eigenständigen Entwicklung von Geschäftsmodellen. Daher wird im 1. Kapitel aus Wissenschaft und Forschung abgeleitet, was ein Geschäftsmodell ist und wie es angewendet wird. Kapitel 2 beschreibt die Herausforderungen der Energiewirtschaft. Die Branche ist seit Jahrzehnten im Wandel. Neue Technologien zur (dezentralen) Erzeugung, Digitalisierung, sich wandelnde politische Ziele und Instrumente (Liberalisierung, Kernkraftausstieg, Energiewende,…) und neue Kundenbedürfnisse erfordern, dass die Unternehmen - große wie kleine, etablierte wie neue Anbieter, in öffentlichem wie in privatem Eigentum - angesichts erodierender Margen und zunehmendem Wettbewerb in diesem Umfeld erfolgversprechende Wege in die Zukunft suchen. Schon mit dem Begriff "Geschäftsmodell" wird heute die Hoffnung eines Heilsbringers in diesem Dickicht erhofft, dem natürlich ein Strukturierungsinstrument - mehr ist das Geschäftsmodell schließlich nicht - nicht gerecht werden kann. In Kapitel 3 werden im Prinzip bekannte Geschäftsmodelle der Energiewirtschaft geschildert, sowie ihre Patterns, angelehnt an andere Branchen, ausdifferenziert. Dies sollte dem relativen Neuling den Einstieg in die Branche erleichtern und dem nach neuen Geschäftsmodellen Suchenden die Basis für eigene Innovation bieten. In Kapitel 4 werden Geschäftsmodelle für virtuelle Kraftwerke geschildert. Anhand dieses Beispiels wird auch ausgeführt, wie Geschäftsmodelle von Partnern entlang der Wertschöpfungskette ineinander greifen müssen. Im letzten Kapitel 5 wird schließlich auf Erfolgsfaktoren zur Entwicklung und Umsetzung von Geschäftsmodellen eingegangen.

Suggested Citation

  • Löbbe, Sabine & Hackbarth, André, 2017. "Geschäftsmodelle in der Energiewirtschaft: Ein Kompendium von der Methodik bis zur Anwendung," Reutlingen Working Papers on Marketing & Management 2017-03, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201703
    DOI: 10.15496/publikation-17713
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    References listed on IDEAS

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    1. Oliver Wagner & Thomas Götz, 2021. "Presentation of the 5Ds in Energy Policy: A Policy Paper to Show How Germany Can Regain Its Role as a Pioneer in Energy Policy," Energies, MDPI, vol. 14(20), pages 1-19, October.
    2. Johannes Giehl & Hayri Göcke & Benjamin Grosse & Johannes Kochems & Joachim Müller-Kirchenbauer, 2020. "Survey and Classification of Business Models for the Energy Transformation," Energies, MDPI, vol. 13(11), pages 1-17, June.

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