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Bidragsydere:

 

 Institut for miljø- og erhvervsøkonomi, SDU, Niels Bohrs Vej 9, 6700 Esbjerg

Lektor, Svend Ole Madsen

►Resultater af projektarbejde

 

 

 

 

 

Adjunkt, Tove Brink

►Resultater af projektarbejde

 

 

 

 

 

 

Lektor, Anna Lund Jepsen

►Resultater af projektarbejde

 

 

 

 

 

Lektor, Henning P. Jørgensen

►Resultater af projektarbejde

 

Professor, Hans Stubbe Solgaard

►Resultater af projektarbejde

 

 

 

 

 

Lektor, Villy Søgaard

►Resultater af projektarbejde

 

 

 

 

 

Professor, Niels Vestergaard

►Resultater af projektarbejde

 

 

 

 

 

Postdoc, Yingkui Yang

►Resultater af projektarbejde

 

Institut for Entreprenørskab og Relationsledelse, Engstien 1, 6000 Kolding

 

Institutleder, PHD, Torben Damgaard

►Resultater af projektarbejde

 

PHD studerende, Cand. merc., Mads Bruun Ingstrup

►Resultater af projektarbejde

 

Post doc., Ole Stegmann Mikkelsen

►Resultater af projektarbejde

 

Institut for Grænseregionsforskning, SDU, Alsion 2, 6400 Sønderborg

 

 

 

 

 

Lektor, cand. oecon., ph.d. Nils Karl Sørensen

►Resultater af projektarbejde

 

 

 

 

 

 

 Professor, forskningsleder, Andreas P. Cornett

►Resultater af projektarbejde

 

 

 

 

 

Lektor, Susanne Gretzinger

►Resultater af projektarbejde

 

Institut for Ledelse og Virksomhedsstrategi, SDU, Sdr. Stationsvej 28, 4200 Slagelse

 

 Adjunkt, Annabeth Aagaard

Resultater af projektarbejde

 

 

 

 

 

Professor, Pernille Eskerod

►Resultater af projektarbejde

 

  Institut for Teknologi og Innovation, SDU Niels Bohrs Allé 1, 5300 Odense

 

 

 

 

 

 

Lektor, ph.d. Erik Skov Madsen

►Resultater af projektarbejde

 

Juridisk Institut, Campusvej 55, 5230 Odense M

 

Cand jur. Ph.d. professor Bent Ole Gram Mortensen

► Resultater af projektarbejde

 

Videnskabelig assistent, Christian Højer Schjøler

 ►Resultater af projektarbejde

 


 Resume af og link til forskningsresultaterne:

 

Aagaard, Annabeth

Artikler:

Aagaard, Annabeth, Pernille Eskerod & Erik Skov Madsen. Drivers for Informal sub-contractor coordination in interfirm Projects - Insights from the Wind Energy Industri. University of Southern Denmark. (In review).

Each project faces an integration challenge as contributors with complementary tasks need to deal with interdependencies in order to successfully accomplish the work. Projects involving sub-contractors, i.e. interfirm projects, typically need continuous coordination across the sub-contractors as each project include uncertainties and therefore all interdependencies cannot be fully dealt with a priori as well as unforeseen interdependencies may turn up. This coordination can take place in two fundamentally different ways: Either the sub-contractors ask the client to coordinate, or they coordinate informally themselves. Research shows that informal coordination enhances time saving and facilitates better understandings. Despite of these advantages subcontractors do not always choose to coordinate informally. Why is that? We identify five drivers which enhance and three drivers which inhibit informal coordination. Theoretical and managerial implications are discussed. The research involves an EU-funded study conducted in an action research design with 15 SME sub-contractors in the wind energy sector.

 

Kronikker:

Aagaard, Annabeth. Mindre virksomheder står stærkere i netværk. Fyns Stiftstidende 24. april 2012.

Udfordringen for SMV'er består typisk i at trænge igennem med deres produktydelser til de store virksomheder. Løsningen for SMV'er er derfor at gå sammen i netværk, hvor de udnytter hinandens kompetencer og ydelser og opnår komurrencemæssige fordele ved at tilbyde kunderne en bedre og samlet løsning ét sted fra, også betegnet "one point of contact". En forudsætning for et succesfuldt netværk er parternes samarbejdsevne, og at de i fællesskab efterlever de krav og standarder, som er udstykket af købervirksomehden. Et eksempel på et vellykket netværksprojekt er det EU-finansierede projekt Energi på havet, som Syddansk Universitet i Esbjerg arbejder med.

►Hent publikation

Brink, Tove

Artikler:

Madsen, Svend Ole, Tove Brink, Morten Trads og Claus Andersen. Værdikædeforståelse - grundlag for udvikling af konkurrencedygtige vidensbaserede produkter og serviceydelser. Børsens Ledelseshåndbøger Kbh. 2012.

Det store potentiale for videreudviklingen af den globale vindindustri, står i skærende kontrast til de prognoser, der peger på reduktioner af fremstillingsindustrien i en række industrilande. Mange virksomheder - herunder SMV'er - er derfor interesserede i en udbygning af deres aktiviteter i denne industri. Dene artikel præsenterer nogle principielle udfordringer, der er forbundet med en aktivitetsforøgelse i vindsektoren for en SMV. Med baggrund i et konkret studium af virksomheden Air-TEch A/S fremlægges og diskuteres principielle muligheder for dette. Det fremhæves som udgangspunkt, at der i virksomheden skal være en klar strategisk forståelse af, hvordan virksomheden kan understøtte kundens værdikædeprocesser. Udviklingen af et konkret produkt viser, hvordan dette eksempelvist kan gøres. Der argumenteres endvidere for, at denne udvikling kan være drevet af leverandøren, kunden, partnerskabet eller ad hoc. Afslutningsvis understreges, at gennemgørelsen af en aktivitetsforøgelse kan være en kompliceret proces, som kun kan gennemføres med grundlæggende ændringer af selve ydelsens indhold, den interne organisation og kultur, samspil med virksomhedens leverandører og kunder.

►Hent publikation

 

Kronikker:

Madsen, Svend Ole og Tove Brink. Vindenergibranchen får vind i sejlene. Fyens Stiftstidende, januar 2013 

Vindmølleindustrien er under pres. Specielt er de store producenter hårdt ramt, hvorimod det går bedre for de mindre underleverandører. Det skyldes dels at de store producenter outsourcer mere til underleverandørerne og dels at underleverandørerne finder udenlandske samarbejdspartnere. Kronikken peger på – som en forudsætning for at dette lykkes – at det er afgørende, at kunne skabe værdi hos kunden og ikke blot producere en komponent. Det kræver forretningsudvikling – et centralt tema i projektet Energi på havet. I dette projekt blev 15 virksomheder introduceret for konceptet.

Kronikken peger ligeledes på det store forretningsmæssige potentiale der ligger i etablering og drift af havvindmølleparker, fordi det område endnu er forholdsvist nyt og mulighederne for at få indflydelse og opnå nødvendig erfaring derfor er store.

 ►Hent publikation

 

Papers:

Madsen, Svend Ole, Morten Trads, Tove Brink og Claus Andersen. Combining product flexibility and knowledge based service activities - an innovative source of gaining competitive advantage, SDU 2012.

The great potential for further development of the global wind industry is in sharp contrast to the forecasts for other manufacturing industries in a number of industrialized countries. Many companies - including the SME's - are therefore interested in an expansion of their activities in the wind turbine industry. In the beginning  of the article, emphasis is on clarifying the different types of innovation, and concretely presenting a list of significant tendencies in the wind turbine industry today. The concrete innovation in the case company will then be illustrated by the presented concepts. In the conclusion, a framework is presented, indicating the most important areas that will be affected, if the company's ability to deliver value to customers in the wind turbine sector has to be enhanced.

►Hent publikation

 

Madsen, Svend Ole og Tove Brink. Indvirkningen af en fleksibel triple helix tilgang for forretningsudviklingen af SMVere i vindmølleindustrien. Konferencebidrag til det danske ledelsesakademi, SDU Esbjerg, dec. 2012.

Formålet med denne forskningsartikel er at vise, hvordan regionale SMV'ere kan tilføre robust og bæredygtig innovation og rduktion af Cost of Energy (COE) gennem en fleksibel triple helix tilgang. Forskningen er foretaget på baggrund af 15 SMVere i perioden fra august 2011 til marts 2012. Tilgangen er primært kvalitativ og de tre parter i triple helix modellen er regionale institutioner/EU til finansiering af aktiviteter, Syddansk Universitet til anvendelse af forskningsbaseret viden og private SMVere med deres ønske om innovation og forretningsudvikling indenfor vindmølleindustrien.

Bidraget giver forståelse for virkningen af en fleksibel triple helix tilgang for innovation og forretningsudviklingen af SMV leverandører til vindmølleindustrien.

►Hent publikation

 

Brink, Tove & Svend Ole Madsen. Academy and Management.  Conference paper 9-13 august 2013 (In process)

The purpose of this article is to reveal howsmall and medium sized enterprises (SMEs) can enable innovation in the offshore wind turbine industry through a triple helix context.  Fifteen SMEs elaborated opportunities on how to reduce customers “cost of energy” through innovative activities. Eight  network meetings were organized in a university context, with regional/ EU bodies providing the frame for finance of the innovative activities. This provided a public-private frame in a cross-sector capitalistic context for innovation on renewables enhancing sustainable energy and a better life for the whole society.

The findings reveal the triple helix platform as important together with a recursive learning process enable in an active innovation process. The combination provides a bridging between the capitalistic approach and the well-being of society. A contribution is hereby made to the understanding of the role of private SMEs for innovation in the context of the offshore wind turbine industry.

Key words: Innovation, Triple Helix, knowledge space, SMEs, Wind turbine suppliers, network

 

 

Posters:

Madsen, Svend Ole & Tove Brink, EWEA 2012, Copenhagen, Denmark: Europe's Premier Wind Energy Event.

In the wind mill industry many small and medium-sized enterprises (SMEs) supply to originally equipment manufacturers (OEMs) producing the wind mills for delivery on site to the wind mill owners. OEMs are very dependent on having SME suppliers to improve their delivery and for reduction of the cost of energy (COE). Elaboration of business development in the wider SME-context is therefore interesting. Enhancement of the normal Triple Helix frame with flexible contribution from major stakeholders within the wind mill industry has created an interesting collaboration during 8 network meetings. The contribution has been business development of very different kinds in own company and a continued aim to collaborate on enhanced and joined business development.

►Hent publikation

Cornett, Andreas P.

Artikler:

 

Cornett, P. Andreas & Mads Bruun Ingstrup. Cluster Development as an Instrument of Regional Business development Policy: Concepts and Danish Reality, pp 43-61 in Brown, Kerry, John Burgess, Marion Festing & Susanne Royer (Eds.) Value adding Webs and Clusters - Concepts and Cases, Rainer Hampp Verlag München, Mering, Germany 2010

The concept of clustering can be traced back to the work of Alfred Marshall and his ‘Principles of Economics’ (1890/1947) in the late nineteenth century. Since then, the cluster concept has been developed further and with the increased focus on competiveness and growth during the last couple of decades, clusters have often been turned into a tool for developing the competiveness and sustainability of industries and regions. The purpose of this chapter is to provide a critical assessment and to sketch some practical and analytical challenges and implications related to the development of clusters and cluster policy based on some examples from Denmark.

►Hent publikation

Cornett, P. Andreas & Nils Karl Sørensen. Udkantsdanmark rammes hårdest af vindmøllebranchens effektivisering. Ingeniøren 12. jan. 2012.

Det vil især ramme de danske udkantsområder, når vindmøllebranchen flytter produktionen ud af landet og nærmere markederne i Kina og USA. Og selv når producenterne udvider de videnstunge jobfunktioner, kommer det ikke udkantsdanmark til gode, for de placeres typisk i hovedsæderne.

Traditionelt forbindes vindenergibranchen i Danmark med Jylland og de mindre urbaniserede dele af landet. Det gælder naturligvis også for lokaliseringen af elektricitetsproduktionen ved hjælp af vindmøller, men har traditionelt også præget fremstillingen af vindmøller og dermed den direkte beskæftigelse i industrien.

►Hent publikation

 

Cornett, P. Andreas & Nils Karl Sørensen. Vindenergi og regional udvikling i forandring, pp. 10-14, Pluk, Maj 20212, SDU Sønderborg 2012

Traditionelt forbinder vi vindenergi i Danmark med de landlige områder. Det gælder både placeringen af vindmøller, fremstillingen af dem og beskæftigelsen inden for branchen. I de første år var vindenergibranchen præget af små og mellemstore virksomheder, der drev udviklingen. Gennem de seneste 10-20 år har branchen imidlertid været præget af en omfattende internationalisering og koncentration. Dette har skabt grundlag for, at branchen har kunnet udvikle sig til en stærk klynge på linje med klassiske industriklynger i bl.a. Norditalien og Baden-Württemberg i Tyskland. Men internationaliseringen har også ført til ændringer af arbejdsstyrkens sammensætning og dens kompetencer samt ændringer i fordelingen af beskæftigelsen i Danmark. Begge dele har væsentlige regionale følger.

 ►Hent publikation

Rapporter: 

Cornett, P. Andreas & Nils Karl Sørensen. Vindenergisektoren I et regionalt erhvervsudviklingsperspektiv: klyngeudvikling og branchetransformation, pp. 79-83 i Center for Entreprenørskab og småvirksomhedsforskning Årsrapport 2011, SDU, Kolding 2011

Traditionelt forbindes vindenergi branchen i Danmark med Jylland og de mindre urbaniserede dele af landet. Det gælder naturligvis for lokaliseringen af elektricitetsproduktionen ved hjælp af vindmøller, men har traditionelt også præget fremstillingen af vindmøller og dermed den direkte beskæftigelse i industrien.

I denne artikel præsenteres resultater fra to delundersøgelser vedr. branchens rammebetingelser og dens regionale/lokale betydning. Et centralt emne er konsekvenserne af den markeds- og produktionsmæssige globalisering for industriens lokalisering, samt udviklingen i de tilknyttede serviceydelser i forbindelse med installation og vedligeholdelse. Disse bliver mere og mere betydningsfulde, når det gælder udviklingen i vedvarende energi og den beskæftigelse der genereres. Dette åbner nye muligheder for smv’er og iværksættere.

►Hent publikation

 

Papers:

Cornett, Andreas P. The importance of innovation and regional innovation systems in a cluster oriented regional development stategy. Paper for the overall theme of the 15th Uddevalla Symposium 2012 on "Entrepreneurship and Innovation Networks". Forthcoming in Iréne Bernhard (ed.), Entrepreneurship and Innovation Networks. Revised papers presented at the 15th Uddevalla Symposium June 14-16, 2012 in Faro, Portugal Research reports xxxx:YY 2011:05, University West Trollhättan, Sweeden.

Innovation and cluster stimulation policies are widely used instruments in regional business development policy, national as well as international. The aim of the paper is to discuss the concepts in a theoretical perspective, and to trace the current applications back to their theoretical roots. The backbone of the paper is to discuss how clusters can reinforce innovation and can contribute to economic growth within the context of new economic growth theory, The focus is on ‘non linear’ economic growth drivers. The paper aims at to provide an understanding and conceptualizations of clusters as kind of point of crystallization of the mechanisms at work.

►Hent publikation

Cornett, Andreas P. & Nils Karl Sørensen. Regional economic aspects of the Danish Windmill Cluster: The case of the emerging off shore wind energy cluster on the west coast of Jutland. Paper presented at the special session "Cluster development and regional transformation in an economic perspective 14th Uddevalla Symposium 16-18 juni 2011 in Bergamo, Italy, pp 167-182 in Iréne Bernhard (ed.) Entrepreneurial Knowledge, Technology and Transformation of Regions.

Denmark is one of the pioneers in the wind energy business, and still some of the largest global players of the industry are based in Denmark. Regional impacts in particular in Jutland have been significant both with regards to employment and value-added. In recent years the global picture has changed. The location of the industry and the value chain has become more global, moving toward new productions sites and markets.

The purpose of this paper is to assess the regional impacts of the global transformation of the industry in a traditional stronghold of the industry, the nonmetropolitan parts of Denmark.

 

►Hent publikation

 

Cornett, Andreas P. & Nils Karl Sørensen. Regional impacts of economic transistion: From manufacturing to service and knowledge based development: Long term trends and recent Danish experiences in the Wind Energy industry. Paper for the special session "Regional development, structural changes and services" 51th Congress of the European Regional Science Association, "New Challenges for European Regions and Urban Areas in a Globalised World, Barcelona, Spain 30 aug - 3 sep. 2011. (Published in ERSA)

Most mature industrial economies faced the challenge of severe structural changes in the last decades. The aim of the paper is to sketch the long term trends of regional and industrial development in Denmark; and to identify the drivers of economic and geographical change in the production system Denmark belongs to. The initial hypothesis is that the long term transition is driven by a combination of domestic and international factors.

Currently two tendencies are identified; the move from a production to a skill and knowledge based industry integrated in a global value chain, and an increasing importance of construction and service provision for production capacities in offshore locations.

 ►Hent publikation

 Damgaard, Torben 

Rapporter:

Damgaard, Torben, Mads Bruun Ingstrup og Mia Dahl Mikkelsen. A literature review on resource transfer between clusters, April 2012.

This report presents a review of existing literature within the field of resource transfer between clusters. It sheds light on questions such as how and by whom resources are transferred between clusters and what kinds of consequences result from such resource transfers. The review shows that a wide range of tangible resources such as technology and money and intangible resources like knowledge, capabilities and relationships are transferred. Moreover, it reveals that resources are transferred through different external and internal actor ties involving both cluster firms and cluster individuals, and that resource transfer often enhances the innovativeness and competitiveness of clusters and prevents clusters from lock-in effects.

►Hent publikation

 

Damgaard, Torben, Mads Bruun Ingstrup og Mia Dahl Mikkelsen. Resource transfer between two Danish offshore energy clusters, Marts 2013

This report contains a case study that investigates the transfer of firm resources between the mature offshore oil and gas cluster and the emerging offshore wind energy cluster, both located around the city of Esbjerg, Denmark. The study concludes that firm resources are transferred at three levels between the two clusters; at the individual level, at the single firm level, and at the firm network level, but mostly in a one-directional manner from the cluster of offshore oil and gas to the cluster of offshore wind energy. The key findings further emphasize that the resource transfer has fostered innovations and new ways of thinking regarding foundation designs, supply philosophies, and service and maintenance in especially the offshore wind energy cluster. However, the transfer of firm resources also resulted in a number of failures often caused by resources being transferred without any adaption to the new and changed cluster and its business logic. 

►Hent publikation 

Eskerod, Pernille

Artikler:

Aagaard, Annabeth, Pernille Eskerod & Erik Skov Madsen. Drivers for Informal sub-contractor coordination in interfirm Projects - Insights from the Wind Energy Industri. University of Southern Denmark. (In review).

Each project faces an integration challenge as contributors with complementary tasks need to deal with interdependencies in order to successfully accomplish the work. Projects involving sub-contractors, i.e. interfirm projects, typically need continuous coordination across the sub-contractors as each project include uncertainties and therefore all interdependencies cannot be fully dealt with a priori as well as unforeseen interdependencies may turn up. This coordination can take place in two fundamentally different ways: Either the sub-contractors ask the client to coordinate, or they coordinate informally themselves. Research shows that informal coordination enhances time saving and facilitates better understandings. Despite of these advantages subcontractors do not always choose to coordinate informally. Why is that? We identify five drivers which enhance and three drivers which inhibit informal coordination. Theoretical and managerial implications are discussed. The research involves an EU-funded study conducted in an action research design with 15 SME sub-contractors in the wind energy sector.

Kapitler:

Eskerod, Pernille og Anna Lund Jepsen. The Formal Partnership Process. Chapter in Project Stakeholder Management in the book series Fundamentals of Project Management Series. Dalcher, Darren (Ed). Gower, United Kingdom. Jan. 2013

In order to align needs, requirements, and wishes of an organization and its various stakeholders, for example the customers and the suppliers, it may be a good idea to supplement contractual arrangements with a formal process for determining and aligning expectations as well as follow-ups on the cooperation.

In this book chapter in a book on Project Stakeholder Management a formal partnership process of a company, Air-Tech, is presented. Air-Tech has been participating in the Energy at Sea project.

►Hent publikation

 

Gretzinger, Susanne

Artikler:

Gretzinger, Susanne. Rent Creation in Value Adding Webs in the Danish offshore Industry: An exploration of the determinants based on an Empirical Investigation in the Danish Offshore Industry. (Article in process 2013)

In this paper cooperative networks or cluster initiatives are defined as Value Adding Webs and discussed from business perspective. This article is discussing how to facilitate cooperative networks with focus on absorptive capacity and social capital.

Networks hold a variety of advantages for their members, such as access to valuable resources as information or knowledge. Empirically this paper is sticking to a network in the Danish off-shore-sector, the so called Djurs Wind Energy Cluster. This network will be analyzed from the business perspective. We found that common initiatives aiming to develop and to foster the absorptive capacity of the members impacted not just the synergies regarding the focal network, but also helped to explore new business activities. A cluster facilitator who is actively analyzing the resources of the committed companies but also relevant resources outside the network is the precondition to realize rent co-creation. Coordinated common training is a driving force in the process of improving absorptive capacity and social capital on the web level.

Key words:

Relational View of the Firm, Value adding Web concept, Absorptive Capacity, Social Capital

 

Papers:

Gretzinger, Susanne. Social Capital in Value Adding Webs: An Empirical Investigation based on the Case of the Djurs Offshore Wind-Energy Network in Denmark. Conferencepaper, presented on the 9 th International Conference on Intellectual Capital, Knowledge Management & Organizational Learning, in Bogotá, Colombia.

Denmark is one of the pioneers in the wind energy business.Two of the largest global players of the industry are based in Denmark. Over the last 20 years the industry has grown strong and became a general contributor to the Danish economy. As well as in other businesses the management of social capital is a precondition respectively rent creation. Service and maintenance of wind mill farms is not possible without cooperation. Therefore, the organisational units that create added value are not just isolated individual businesses, but networks of actors. From a relational perspective, networks hold a variety of advantages for their members, such as access to valuable resources as information or knowledge. Empirically this paper is sticking to a network in the Danish off-shore- sector, to the cooperative network Djurs Wind Energy. In this  paper Djurs Wind Energy will be analysed from the business perspective as a value adding web. In his contribution it is reasoned that an asymmetrical power structure goes along with conflicts, which have to be anticipated and moderated. Social capital will develop anyway, but to prevent from the dark side of social capital the management of the classical power conflicts is fundamental. A cluster facilitator who is committed to all the members of the network and is supporting the process of developing common ground, and who is coordinating common training is a driving force in the process of improving social capital on the web level.

 Key words:  

Relational View of the Firm,Value adding Web concept, Power Conflicts, Social Capital

►Hent publikation

 

Ingstrup, Mads Bruun 

Artikler:

Cornett, P. Andreas & Mads Bruun Ingstrup. Cluster Development as an Instrument of Regional Business development Policy: Concepts and Danish Reality, pp 43-61 in Brown, Kerry, John Burgess, Marion Festing & Susanne Royer (Eds.) Value adding Webs and Clusters - Concepts and Cases, Rainer Hampp Verlag München, Mering, Germany 2010

The concept of clustering can be traced back to the work of Alfred Marshall and his ‘Principles of Economics’ (1890/1947) in the late nineteenth century. Since then, the cluster concept has been developed further and with the increased focus on competiveness and growth during the last couple of decades, clusters have often been turned into a tool for developing the competiveness and sustainability of industries and regions. The purpose of this chapter is to provide a critical assessment and to sketch some practical and analytical challenges and implications related to the development of clusters and cluster policy based on some examples from Denmark.

►Hent publikation

Rapporter:

Damgaard, Torben, Mads Bruun Ingstrup og Mia Dahl Mikkelsen. A literature review on resource transfer between clusters, April 2012.

This report presents a review of existing literature within the field of resource transfer between clusters. It sheds light on questions such as how and by whom resources are transferred between clusters and what kinds of consequences result from such resource transfers. The review shows that a wide range of tangible resources such as technology and money and intangible resources like knowledge, capabilities and relationships are transferred. Moreover, it reveals that resources are transferred through different external and internal actor ties involving both cluster firms and cluster individuals, and that resource transfer often enhances the innovativeness and competitiveness of clusters and prevents clusters from lock-in effects.

►Hent publikation

 

Damgaard, Torben, Mads Bruun Ingstrup og Mia Dahl Mikkelsen. Resource transfer between two Danish offshore energy clusters, Marts 2013

This report contains a case study that investigates the transfer of firm resources between the mature offshore oil and gas cluster and the emerging offshore wind energy cluster, both located around the city of Esbjerg, Denmark. The study concludes that firm resources are transferred at three levels between the two clusters; at the individual level, at the single firm level, and at the firm network level, but mostly in a one-directional manner from the cluster of offshore oil and gas to the cluster of offshore wind energy. The key findings further emphasize that the resource transfer has fostered innovations and new ways of thinking regarding foundation designs, supply philosophies, and service and maintenance in especially the offshore wind energy cluster. However, the transfer of firm resources also resulted in a number of failures often caused by resources being transferred without any adaption to the new and changed cluster and its business logic.

►Hent publikation     

Jepsen, Anna Lund

Kapitler:

Eskerod, Pernille og Anna Lund Jepsen. The Formal Partnership Process. Chapter in Project Stakeholder Management in the book series Fundamentals of Project Management Series. Dalcher, Darren (Ed). Gower, United Kingdom. Jan. 2013

In order to align needs, requirements, and wishes of an organization and its various stakeholders, for example the customers and the suppliers, it may be a good idea to supplement contractual arrangements with a formal process for determining and aligning expectations as well as follow-ups on the cooperation.

In this book chapter in a book on Project Stakeholder Management a formal partnership process of a company, Air-Tech, is presented. Air-Tech has been participating in the Energy at Sea project.

 

►Hent publikation

 

Jørgensen, Henning P.

Rapporter:

Jørgensen, Henning. Afrapportering af delprojekt Energi på Havet. Klyngeafskalning af vindmølleaktiviteter til Rømø Havn og regional erhvervsudvikling. Rapport SDU, marts 2012.

I en delundersøgelse er der set på den erhvervsmæssige betydning, som en udbygning af vindkraft energien kunne få, såfremt der blev mulighed for at benytte havnen i Havneby på Rømø som satellit udskibningshavn for visse aktiviteter rettet mod vind og offshore.  Afrapportering omhandler et projekt vedrørende Havneby havns betydning for den regionale erhvervsudvikling. Delprojektet omfatter dels en opgørelse af den regionaløkonomiske betydning af de eksisterende aktiviteter der er afhængige af havnen og dels en beregning af de udviklingsmuligheder, som en udbygning af havnen til udskibning af vindmølleelementer vil kunne bevirke. I projektet blev der gennemført et arbejde for at etablere et modelapparat til undersøgelse af de lokale og regionale effekter af de virksomheder der er afhængige af havnen. Denne del omfatter dels en undersøgelse af afgrænsningen af det nære område omkring havnen og dels en undersøgelse for virksomheder der har større afstand til havnen, men har trafik via havnen. Hertil kommer passagertrafikken over havnen samt en vurdering af de potentielle nye aktiviteters betydning.

►Hent publikation

 

Madsen Erik Skov

Artikler:

Aagaard, Annabeth, Pernille Eskerod & Erik Skov Madsen. Drivers for Informal sub-contractor coordination in interfirm Projects - Insights from the Wind Energy Industri. University of Southern Denmark. (In review).

Each project faces an integration challenge as contributors with complementary tasks need to deal with interdependencies in order to successfully accomplish the work. Projects involving sub-contractors, i.e. interfirm projects, typically need continuous coordination across the sub-contractors as each project include uncertainties and therefore all interdependencies cannot be fully dealt with a priori as well as unforeseen interdependencies may turn up. This coordination can take place in two fundamentally different ways: Either the sub-contractors ask the client to coordinate, or they coordinate informally themselves. Research shows that informal coordination enhances time saving and facilitates better understandings. Despite of these advantages subcontractors do not always choose to coordinate informally. Why is that? We identify five drivers which enhance and three drivers which inhibit informal coordination. Theoretical and managerial implications are discussed. The research involves an EU-funded study conducted in an action research design with 15 SME sub-contractors in the wind energy sector.

Ph.d projekt: 

New Models for Maintenance of Offshore Wind Farms

As a part of the EU research project “Energi på havet” an industrial PhD-research project holding the title “New Models for Maintenance of Offshore Wind Farms” has been developed. The industrial PhD-research project has been developed in collaboration between Vattenfall Vindkraft A/S and the Institute of Technology and Innovation at University of Southern Denmark.

The purpose of this industrial PhD research is to develop new models for planning, execution and evaluation of maintenance of large offshore wind farms under very rough and stochastic weather conditions.

Through this research the issues will be identified through case studies and through a survey of data from ten years of operation and maintenance of large offshore wind farms at the North Sea. The new models will be developed and tested through action research collaboratively between the University and Vattenfall Vindkraft A/S.

The research project is supported by “Styrelsen for Forskning og Innovation” and will take place from November 2012 and until November 2015.

 If you want to know more about this industrial PhD-research project please contact Associate Professor, PhD, Erik Skov Madsen.

 

 Madsen, Svend Ole

Artikler:

Madsen, Svend Ole, Tove Brink, Morten Trads og Claus Andersen. Værdikædeforståelse - grundlag for udvikling af konkurrencedygtige vidensbaserede produkter og serviceydelser. Børsens Ledelseshåndbøger Kbh. 2012.

Det store potentiale for videreudviklingen af den globale vindindustri, står i skærende kontrast til de prognoser, der peger på reduktioner af fremstillingsindustrien i en række industrilande. Mange virksomheder - herunder SMV'er - er derfor interesserede i en udbygning af deres aktiviteter i denne industri. Dene artikel  præsenterer nogle principielle udfordringer, der er forbundet med en aktivitetsforøgelse i vindsektoren for en SMV. Med baggrund i et konkret studium af virksomheden Air-TEch A/S fremlægges og diskuteres principielle muligheder for dette. Det fremhæves som udgangspunkt, at der i virksomheden skal være en klar strategisk forståelse af, hvordan virksomheden kan understøtte kundens værdikædeprocesser. Udviklingen af et konkret produkt viser, hvordan dette eksempelvist kan gøres. Der argumenteres endvidere for, at denne udvikling kan være drevet af leverandøren, kunden, partnerskabet eller ad hoc. Afslutningsvis understreges, at gennemgørelsen af en aktivitetsforøgelse kan være en kompliceret  proces, som kun kan gennemføres med grundlæggende ændringer af selve ydelsens indhold, den interne organisation og kultur, samspil med virksomhedens leverandører og kunder.

 ► Hent publikation

 

Kronikker:

Madsen, Svend Ole & Tove Brink. Vindenergibranchen får vind i Sejlene. Fyens Stiftstidende. Januar 2013.

Vindmølleindustrien er under pres. Specielt er de store producenter hårdt ramt, hvorimod det går bedre for de mindre underleverandører. Det skyldes dels at de store producenter outsourcer mere til underleverandørerne og dels at underleverandørerne finder udenlandske samarbejdspartnere. Kronikken peger på – som en forudsætning for at dette lykkes – at det er afgørende, at kunne skabe værdi hos kunden og ikke blot producere en komponent. Det kræver forretningsudvikling – et centralt tema i projektet Energi på havet. I dette projekt blev 15 virksomheder introduceret for konceptet.

Kronikken peger ligeledes på det store forretningsmæssige potentiale der ligger i etablering og drift af havvindmølleparker, fordi det område endnu er forholdsvist nyt og mulighederne for at få indflydelse og opnå nødvendig erfaring derfor er store.

►Hent publikation

 

 Papers:

 Madsen, Svend Ole, Morten Trads, Tove Brink og Claus Andersen. Combining product flexibility and knowledge based service activities - an innovative source of gaining competitive advantage, SDU 2012.

The great potential for further development of the global wind industry is in sharp contrast to the forecasts for other manufacturing industries in a number of industrialized countries. Many companies - including the SME's - are therefore interested in an expansion of their activities in the wind turbine industry. In the beginning of the article, emphasis is on clarifying the different types of innovation, and concretely presenting a list of significant tendencies in the wind turbine industry today. The concrete innovation in the case company will then be illustrated by the presented concepts. In the conclusion, a framework is presented, indicating the most important areas that will be affected, if the company's ability to deliver value to customers in the wind turbine sector has to be enhanced.

►Hent publikation

 

Madsen, Svend Ole og Tove Brink. Indvirkningen af en fleksibel triple helix tilgang for forretningsudviklingen af SMVere i vindmølleindustrien. Konferencebidrag til det danske ledelsesakademi, SDU Esbjerg, dec. 2012.

Formålet med denne forskningsartikel er at vise, hvordan regionale SMV'ere kan tilføre robust og bæredygtig innovation og rduktion af Cost of Energy (COE) gennem en fleksibel triple helix tilgang. Forskningen er foretaget på baggrund af 15 SMVere i perioden fra august 2011 til marts 2012. Tilgangen er primært kvalitativ og de tre parter i triple helix modellen er regionale institutioner/EU til finansiering af aktiviteter, Syddansk Universitet til anvendelse af forskningsbaseret viden og private SMVere med deres ønske om innovation og forretningsudvikling indenfor vindmølleindustrien.

Bidraget giver forståelse for virkningen af en fleksibel triple helix tilgang for innovation og forretningsudviklingen af SMV leverandører til vindmølleindustrien.

►Hent publikation

 

Brink, Tove & Svend Ole Madsen. Academy and Management. Conference paper 9-13 august 2013 (In process)

The purpose of this article is to reveal howsmall and medium sized enterprises (SMEs) can enable innovation in the offshore wind turbine industry through a triple helix context. Fifteen SMEs elaborated opportunities on how to reduce customers “cost of energy” through innovative activities. Eight network meetings were organized in a university context, with regional/ EU bodies providing the frame for finance of the innovative activities. This provided a public-private frame in a cross-sector capitalistic context for innovation on renewables enhancing sustainable energy and a better life for the whole society.

The findings reveal the triple helix platform as important together with a recursive learning process enable in an active innovation process. The combination provides a bridging between the capitalistic approach and the well-being of society. A contribution is hereby made to the understanding of the role of private SMEs for innovation in the context of the offshore wind turbine industry.

Key words: Innovation, Triple Helix, knowledge space, SMEs, Wind turbine suppliers, network

 

Posters:

Madsen, Svend Ole & Tove Brink. Cooperation between University and SME suppliers to enable innovation in the wind mill industry. EWEA 2012, Copenhagen, Denmark: Europe's Premier Wind Energy Event.

In the wind mill industry many small and medium-sized enterprises (SMEs) supply to originally equipment manufacturers (OEMs) producing the wind mills for delivery on site to the wind mill owners. OEMs are very dependent on having SME suppliers to improve their delivery and for reduction of the cost of energy (COE). Elaboration of business development in the wider SME-context is therefore interesting. Enhancement of the normal Triple Helix frame with flexible contribution from major stakeholders within the wind mill industry has created an interesting collaboration during 8 network meetings. The contribution has been business development of very different kinds in own company and a continued aim to collaborate on enhanced and joined business development.

►Hent publikation

 

Mikkelsen, Ole Stegmann

Rapport:

Mikkelsen, Ole Stegmann. Værdikædeanalyse (WP9) Offshore Vind - Forskning Energi på Havet. SDU 2013

►Hent publikation

 

Mortensen, Bent Ole Gram

Artikler:

Mortensen, Bent Ole Gram & Bo Sandroos. Is there a need for new Danish offshore safety laws for wind power? On/Off News, dec. 2012.

Offshore wind power is developing by leaps and bounds at present. More and bigger wind farms are being established, not just in Denmark but also throughout Northern Europe.

The Wind turbines are being erected further from shore and in deeper waters. this increases the risks associated with the construction and operation of wind farms, and also for the crew involved in set-up and operation.

The question is whether the regulation of occupational safety and health relating to offshore wind-power activities has kept up with these developments. in our view, there may be a need to consider whether existing occupational safety and health regulations should be clarified, tightended or amended.

► Hent publikation

  

Papers:

Mortensen, Bent Ole Gram. Juridiske aspekter ved vedvarende energi på havet. Working paper, SDU odense, maj 2011.

Udnyttelsen af vedvarende energi (VE) er et område, der nyder stor politisk bevågenhed. Jævnligt kommer der politiske tiltag, der skal fremme udbredelsen heraf. Vindmøller er en af de teknologier, der i Danmark har været benyttet mest til at fremme produktionen af vedvarende energi.  Vindmøller er imidlertid ikke altid en lige velkommen nabo. Der er derfor en vis interesse for at etablere vindmøller til havs, hvor der i sagens natur er færre naboer og desuden også i reglen bedre vind.

Fordelene ved havvind har medført, at det gennem en årrække har været en del af den danske enegipolitik at udnytte vindenergien på havet.

At gøre politikken operationel indebærer forskellige tiltag, som alle i et eller andet omfang bringer juraen på banen. Forenklet sagt fastlægger juraen rammevilkårene for udnyttelsesmulighederne. Dette arbejde  vedrører netop disse rammevilkår.

►Hent publikation

 

Mortensen, Bent Ole Gram & Christian Højer Schjøler. Rapport om arbejdsmiljøreglerne ved havmøller. Udfærdiget i regi af industrisamarbejdet "Energi på havet". Working paper, SDU Odense, dec. 2012.

Havet kan være et farligt sted at opholde sig. Det gør sig især gældende, hvis man skal udføre krævende arbejder på anlæg placeret ude på havet.

Det er udfordringen for de aktører, som er beskæftiget inden for vindmølle sektoren i kraft af, at vindmøllerne i stigende grad etableres på havet og dermed bliver til havmøller. I takt med den stigende interesse for havmøller øges antallet af arbejdsopgaver og beskæftigede inden for området. Havmøller er i kraftig udvikling både mht. konstruktion og installationsmåde. I kraft af placeringen til havs og den voksende størrelse af mølletyperne er det vigtigt at sikre et sikkert arbejdsmiljø for branchens medarbejdere. Derfor kaster rapporten et skarpt lys på arbejdsmiljø ved havmøller for at belyse, hvordan området er reguleret og om reguleringen svarer til udfordringerne på området.

►Hent publikation

 

Schjøler, Christian Højer

Papers:

Mortensen, Bent Ole Gram & Christian Højer Schjøler. Rapport om arbejdsmiljøreglerne ved havmøller. Udfærdiget i regi af industrisamarbejdet "Energi på havet". Working paper, SDU Odense, dec. 2012.

Havet kan være et farligt sted at opholde sig. Det gør sig især gældende, hvis man skal udføre krævende arbejder på anlæg placeret ude på havet.

Det er udfordringen for de aktører, som er beskæftiget inden for vindmølle sektoren i kraft af, at vindmøllerne i stigende grad etableres på havet og dermed bliver til havmøller. I takt med den stigende interesse for havmøller øges antallet af arbejdsopgaver og beskæftigede inden for området. Havmøller er i kraftig udvikling både mht. konstruktion og installationsmåde. I kraft af placeringen til havs og den voksende størrelse af mølletyperne er det vigtigt at sikre et sikkert arbejdsmiljø for branchens medarbejdere. Derfor kaster rapporten et skarpt lys på arbejdsmiljø ved havmøller for at belyse, hvordan området er reguleret og om reguleringen svarer til udfordringerne på området.

 ►Hent publikation

 

Solgaard, Hans Stubbe

 Papers:

Yang, Yingkui and Hans Stubbe Solgaard. (2012). Households' perceptions for and willingness to pay for green electricity service. Paper presentedat the 41st Annual EMAC Conference, 22-25 May, Lisbon, Portugal.

The purpose of this research is to better understand consumer behavior in the green power market, including households’ perceptions for and willingness to pay for green electricity service. In this study, we found that consumers were willing to pay a higher premium for wind power service and hydro power service as compared to brown electricity with CO2 offset. Social endorsement is found to be insignificant in determining the WTP whilst consumer knowledge, green norms and environmental behavior in general are important for the WTP amount. This research suggests that an efficient marketing communication about the ecological attributes of various green electricity services is needed. On the other hand, energy regulators might also need to facilitate public debate on moral obligations in improving our environment to enhance the consumers’ WTP for green electricity

►Hent publikation

Yang, Yingkui, Wolfgang Haider and Hans Stubbe Solgaard. (2013). Accounting for preference heterogeneity among residential energy consumers.Paper accepted for presentation at the 10th International Conference on the European Energy Market, Stockholm May 28-30

We examine the consumers’ trade-off decisions between a variety of hypothetical electricity products in Denmark. Using the stated preference data from 1012 respondents representing the Danish population, we identify four consumer segments based on consumers’ choice of electricity products incorporating consumers’ attitudes towards adoption of green electricity together with consumers’ socio-demographic variables: the value seeking consumers (38%), the green electricity preferring consumers (32%), the price sensitive consumers (21%) and the mixed renewable sourced preferring consumers (9%). The findings have implications for electricity retailers regarding how to change their marketing mix (e.g. adapt and differentiate their products) in order to address existing demand in a competitive market. For energy regulators, the findings suggest that there is a need for diversification of renewable energy sources as the share of renewable energy is increasing and the expansion of renewable energy should not be dependent on importing renewables.   

►Hent publikation

 

Præsentationer:

Yang, Yingkui og Hans Stubbe Solgaard. (2012) Villighed til at betale ekstra for grøn elektricitet. Præsentation ved Energi på Havet, 2 års konferrence, Esbjerg.

►Hent publikation

Søgaard, Villy

Rapporter:

Søgaard, Villy. Energizing the Future. Rapport SDU, Esbjerg 2013.

This study examines the images of the future found in company reports from the energy sector. For decades the energy sector has been making heavy non-salvageable investments in a highly dynamic environment. The expected returns on these investements will depend on the future competitiveness of rivaling technological trajectories, which in turn will depend significantly on the global, regional and national regulartory framworks. In this type of environment the economic value placed on realistic expectations is bound to be high. Against this background the study analyses to what extent the future is perceived differently by three Danish companies with rather different stakes in the energy sector - Maersk Oil, DONG and Vestas.

►Hent publikation

 

Sørensen, Nils Karl 

Artikler:

Cornett, P. Andreas & Nils Karl Sørensen. Udkantsdanmark rammes hårdest af vindmøllebranchens effektivisering. Ingeniøren 12. jan. 2012.

Det vil især ramme de danske udkantsområder, når vindmøllebranchen flytter produktionen ud af landet og nærmere markederne i Kina og USA. Og selv når producenterne udvider de videnstunge jobfunktioner, kommer det ikke udkantsdanmark til gode, for de placeres typisk i hovedsæderne.

Traditionelt forbindes vindenergibranchen i Danmark med Jylland og de mindre urbaniserede dele af landet. Det gælder naturligvis også for lokaliseringen af elektricitetsproduktionen ved hjælp af vindmøller, men har traditionelt også præget fremstillingen af vindmøller og dermed den direkte beskæftigelse i industrien.

  ► Hent publikation

Cornett, P. Andreas & Nils Karl Sørensen. Vindenergi og regional udvikling i forandring, pp. 10-14, Pluk, Maj 20212, SDU Sønderborg 2012

Traditionelt forbinder vi vindenergi i Danmark med de landlige områder. Det gælder både placeringen af vindmøller, fremstillingen af dem og beskæftigelsen inden for branchen. I de første år var vindenergibranchen præget af små og mellemstore virksomheder, der drev udviklingen. Gennem de seneste 10-20 år har branchen imidlertid været præget af en omfattende internationalisering og koncentration. Dette har skabt grundlag for, at branchen har kunnet udvikle sig til en stærk klynge på linje med klassiske industriklynger i bl.a. Norditalien og Baden-Württemberg i Tyskland. Men internationaliseringen har også ført til ændringer af arbejdsstyrkens sammensætning og dens kompetencer samt ændringer i fordelingen af beskæftigelsen i Danmark. Begge dele har væsentlige regionale følger.

►Hent publikation

Rapporter:

Cornett, P. Andreas & Nils Karl Sørensen. Vindenergisektoren I et regionalt erhvervsudviklingsperspektiv: klyngeudvikling og branchetransformation, pp. 79-83 i Center for Entreprenørskab og småvirksomhedsforskning Årsrapport 2011, SDU, Kolding 2011

Traditionelt forbindes vindenergi branchen i Danmark med Jylland og de mindre urbaniserede dele af landet. Det gælder naturligvis for lokaliseringen af elektricitetsproduktionen ved hjælp af vindmøller, men har traditionelt også præget fremstillingen af vindmøller og dermed den direkte beskæftigelse i industrien.

I denne artikel præsenteres resultater fra to delundersøgelser vedr. branchens rammebetingelser og dens regionale/lokale betydning. Et centralt emne er konsekvenserne af den markeds- og produktionsmæssige globalisering for industriens lokalisering, samt udviklingen i de tilknyttede serviceydelser i forbindelse med installation og vedligeholdelse. Disse bliver mere og mere betydningsfulde, når det gælder udviklingen i vedvarende energi og den beskæftigelse der genereres. Dette åbner nye muligheder for smv’er og iværksættere.

►Hent publikation

Papers:

Cornett, Andreas P. & Nils Karl Sørensen. Regional economic aspects of the Danish Windmill Cluster: The case of the emerging off shore wind energy cluster on the west coast of Jutland. Paper presented at the special session "Cluster development and regional transformation in an economic perspective 14th Uddevalla Symposium 16-18 juni 2011 in Bergamo, Italy, pp 167-182 in Iréne Bernhard (ed.) Entrepreneurial Knowledge, Technology and Transformation of Regions.

Denmark is one of the pioneers in the wind energy business, and still some of the largest global players of the industry are based in Denmark. Regional impacts in particular in Jutland have been significant both with regards to employment and value-added. In recent years the global picture has changed. The location of the industry and the value chain has become more global, moving toward new productions sites and markets.  

The purpose of this paper is to assess the regional impacts of the global transformation of the industry in a traditional stronghold of the industry, the nonmetropolitan parts of Denmark.

►Hent publikation

Cornett, Andreas P. & Nils Karl Sørensen. Regional impacts of economic transistion: From manufacturing to service and knowledge based development: Long term trends and recent Danish experiences in the Wind Energy industry. Paper for the special session "Regional development, structural changes and services" 51th Congress of the European Regional Science Association, "New Challenges for European Regions and Urban Areas in a Globalised World, Barcelona, Spain 30 aug - 3 sep. 2011. (Published in ERSA)

Most mature industrial economies faced the challenge of severe structural changes in the last decades. The aim of the paper is to sketch the long term trends of regional and industrial development in Denmark; and to identify the drivers of economic and geographical change in the production system Denmark belongs to. The initial hypothesis is that the long term transition is driven by a combination of domestic and international factors.

Currently two tendencies are identified; the move from a production to a skill and knowledge based industry integrated in a global value chain, and an increasing importance of construction and service provision for production capacities in offshore locations.

►Hent publikation

 

Vestergaard, Niels

Rapporter:

Rácz Viktor J., Priyardarshini Yadav og Niels Vestergaard. Integration of Wind Power into The Danish Power System, IME Report 14/13, SDU Esbjerg 2013

Wind energy is a major player in the Danish electricity market with an ambitious goal to pursue 50% of the electricity market by 2020. This paper examines the economic impacts of increasing integration of large-scale wind power to the existing electrical grid. The rapport includes a literature study about wind energy in Denmark through the years and a description of the electricity market and its collaborated functioning with the Nord Pool Spot marked.

We have observed the degree of influence of the fossil fuel prices, total demand, wind power production and import on the electricity price and the individual co-efficiency for the years 2000, 2005 and 2010, according to the energy mix. Using a grid management model for the Western Denmark region, we simulate the effect of an increase in wind penetration level on the electricity generation costs and on the CO2 emissions at various penetration levels.

Hent publikation

 

Yang, Yingkui

Papers:

Yang, Yingkui and Hans Stubbe Solgaard. (2012). Households' perceptions for and willingness to pay for green electricity service. Paper presentedat the 41st Annual EMAC Conference, 22-25 May, Lisbon, Portugal.

The purpose of this research is to better understand consumer behavior in the green power market, including households’ perceptions for and willingness to pay for green electricity service. In this study, we found that consumers were willing to pay a higher premium for wind power service and hydro power service as compared to brown electricity with CO2 offset. Social endorsement is found to be insignificant in determining the WTP whilst consumer knowledge, green norms and environmental behavior in general are important for the WTP amount. This research suggests that an efficient marketing communication about the ecological attributes of various green electricity services is needed. On the other hand, energy regulators might also need to facilitate public debate on moral obligations in improving our environment to enhance the consumers’ WTP for green electricity

►Hent publikation

Yang, Yingkui, Wolfgang Haider and Hans Stubbe Solgaard. (2013). Accounting for preference heterogeneity among residential energy consumers.Paper accepted for presentation at the 10th International Conference on the European Energy Market, Stockholm May 28-30

We examine the consumers’ trade-off decisions between a variety of hypothetical electricity products in Denmark. Using the stated preference data from 1012 respondents representing the Danish population, we identify four consumer segments based on consumers’ choice of electricity products incorporating consumers’ attitudes towards adoption of green electricity together with consumers’ socio-demographic variables: the value seeking consumers (38%), the green electricity preferring consumers (32%), the price sensitive consumers (21%) and the mixed renewable sourced preferring consumers (9%). The findings have implications for electricity retailers regarding how to change their marketing mix (e.g. adapt and differentiate their products) in order to address existing demand in a competitive market. For energy regulators, the findings suggest that there is a need for diversification of renewable energy sources as the share of renewable energy is increasing and the expansion of renewable energy should not be dependent on importing renewables.

►Hent publikation

 

Ph.d projekt:

Yang, Yingkui. (2013). Perspectives on Marketing of Green Electricity: Modeling Consumer Adoption, Choice Behavior and Consumer Switching. Department of Environmental and Business Economics, SDU, Esbjerg. Ph.D. defense March 18, 2013. (240 pages)

The objectives of this PhD thesis are 1) to identify the factors influencing consumer adoption of green electricity, 2) to investigate consumer preference and willingness to pay for green electricity and 3) to model consumer switching between electricity suppliers. To meet these objectives two representative online consumer surveys were executed in Denmark using self-administrated questionnaires. In the first survey, the contingent valuation method was used to investigate consumers’ adoption intention and willingness to pay for three existing green electricity products. In addition, factors influencing consumer switching of electricity supplier were also investigated. In the second survey, a discrete choice experiment was used to elicit consumer preferences for green electricity products.

 

Præsentationer:

Yang, Yingkui. (2012). Predicting households' adoption of green electricity: a comparison of the theory of reasoned action and the theory of planned behavior. Presentation o f the Energy & society Conference, 23-25 March, Lisbon, Portugal

This study investigates the relationships between consumers’ green electricity buying intention and consumers’ attitudes together with norms employing two well-known consumer theories, the theory of planned behavior (TPB) and the theory of reasoned action (TRA). The study examines the capabilities of the two theories in predicting the consumers’ buying intention. Data is collected from a Danish Internet panel representative of the Danish population 15 to 65 years old using self-administrated questionnaires. The study suggests that consumers’ moral obligations have a stronger influence on  consumers’ attitudes than have social norms, and consumers’ attitudes toward green electricity was the most important predictor of green electricity buying intention.

►Hent publikation

 

Yang, Yingkui og Hans Stubbe Solgaard. (2012) Villighed til at betale ekstra for grøn elektricitet. Præsentation ved Energi på Havet, 2 års konferrence, Esbjerg.

►Hent publikation