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Competition in the German Electricity Retail Business: Innovation and Growth Strategies

Torsten Amelung

EconStor Preprints from ZBW - Leibniz Information Centre for Economics

Abstract: 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)
Date: 2020
New Economics Papers: this item is included in nep-com, nep-ene, nep-eur and nep-ind
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