Competition in the German Electricity Retail Business: Innovation and Growth Strategies
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In Europe and especially in Germany short-term price adjustments by retail companies are led by behavioral patterns that follow the logic of the prisoner’s dilemma. In order to escape this short-term competitive pressure, an increasing number of retail companies focus on the diversification of their activities by offering new product lines such as distributed energy solutions. Moreover, there is a trend towards investing in the development of a brand to increase customer loyalty.
Keywords: short term price competition; second-mover-advantage; product versioning; diversification; distributed energy solutions; brand strategy; digitalization; affiliate marketing (search for similar items in EconPapers)
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