Marketing of Biomethane

Carsten Herbes ()
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Carsten Herbes: Nuertingen-Geislingen University

A chapter in Marketing Renewable Energy, 2017, pp 151-171 from Springer

Abstract: Abstract Biomethane is playing an important role in the transition to a sustainable energy system. It is renewable and can be easily stored, and its availability can be matched to times of peak demand. It benefits from an existing infrastructure for transport, storage, and use, namely, the public gas grid, gas-based heating systems in millions of private households, and a powerful fleet of compressed natural gas (CNG) vehicles around the world. However, its marketing is complex since biomethane serves four distinct markets: to generate power in combined heat and power units, to heat private households and businesses, to fuel CNG vehicles, and to supply material for the chemical industry. Each of these markets has different competitors, legal frameworks, and customer requirements to which biomethane providers must adapt their marketing mix and strategies. To shed light on the factors involved in such marketing, we first look in this chapter at the market development and regional distribution of biomethane production as well as the value chain. We then analyze factors influencing the different markets and the marketing mix of providers. Our analyses and examples often focus on Germany because it has the largest and most developed biomethane market in the world, but we also consider developments in other European countries and around the world.

Keywords: Biogas; Biomethane; Green gas; Marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-46427-5_8

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DOI: 10.1007/978-3-319-46427-5_8

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