Marketing renewable energy - A qualitative study of online marketing of renewable energy products on the B2B market
Author
Nielsen, Lisa Bak
Term
4. term
Publication year
2018
Submitted on
2018-05-31
Pages
45
Abstract
This thesis examines how B2B companies in the renewable energy sector market their products online against the backdrop of a shift from product-centric to value-driven marketing. It contrasts the traditional view that B2B decisions are purely rational and based on functional product attributes with the influences of Marketing 4.0, where digitalization, global competition, and growing attention to sustainability and CSR make human- and value-centered communication relevant in B2B contexts. The core research question asks how renewable energy firms present themselves on their websites and which consumption values (e.g., functional and emotional per Sheth et al.) they leverage. Methodologically, the study is a qualitative multiple case analysis of three companies from different regions (Canadian Solar, First Solar, and Vestas), coding homepage and “About” pages to identify conveyed messages and values. The theoretical framework integrates B2B marketing, value-driven/Marketing 4.0, digital and green marketing, and consumption value theory. The excerpt outlines the study’s purpose, design, and analytic approach but does not report specific findings; the work aims to illuminate how B2B marketing of renewable energy combines functional, emotional, and sustainability-related values in online communication.
Specialet undersøger, hvordan B2B-virksomheder inden for vedvarende energi markedsfører deres produkter online, i lyset af en udvikling fra produktcentreret til værdidrevet marketing. Med udgangspunkt i antagelsen om, at B2B-kunder traditionelt træffer rationelle beslutninger baseret på funktionelle produktattributter, stilles det op imod nutidens Marketing 4.0, hvor digitalisering, global konkurrence og stigende fokus på bæredygtighed og CSR gør værdier og menneskelig centrering relevante også i B2B. Det centrale forskningsspørgsmål er, hvordan B2B-virksomheder i vedvarende energi kommunikerer på deres hjemmesider, og hvilke forbrugsværdier (fx funktionelle og emotionelle jf. Sheth et al.) de aktiverer. Metodisk anvendes et kvalitativt multiple case-studie af tre virksomheder fra forskellige geografiske kontekster (Canadian Solar, First Solar og Vestas), hvor forsiden og “About”-siderne kodes for at identificere budskaber og værdier. Den teoretiske ramme kombinerer B2B-markedsføring, værdidrevet marketing/Marketing 4.0, digital og grøn marketing samt forbrugsværditeori. Uddraget beskriver formål, design og analysefremgangsmåde, men rapporterer ikke specifikke fund; specialet sigter mod at belyse, hvordan B2B-marketing af vedvarende energi integrerer både funktionelle, emotionelle og bæredygtighedsrelaterede værdier i online kommunikation.
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Keywords