Management & Marketing no. 3/2014

Specific business models in the wind energy field in the European Union: comparative study on Romania and Germany

Adrian Dumitru Tanţău,
Bucharest University of Economic Studies, Romania

Maria Alexandra Nichifor,
Bucharest University of Economic Studies, Romania

Abstract. Wind energy has been the main source of renewable energy in the European Union for the last decade, providing sustainable solutions to the demanding task of replacing conventional energy sources and limiting the environmental damage caused by industries worldwide. While the wind energy field in the European Union entered a critical phase in 2013 due to cuts in support schemes in many member states, efficient business models seem to have gained importance in order to overcome these barriers and expand businesses for the purpose of a sustainable future. Based on the knowledge and expertise of wind energy specialists from Romania and Germany collected through questionnaires and interviews, by using the classical Delphi method, the present research offers an overview of the specific sustainable business models characteristics and strategies of wind energy companies in both countries. Secondly, the main trends of the perceptions over the legal environment in Romania and Germany are presented with an emphasis on the positive perspective of the German wind energy field and the pessimistic view of experts in Romania. The relevance of the study lies in the novelty of the subject of sustainable business models in the wind energy, which have been scarcely investigated in the scientific literature and which represent a key element for the thriving of wind energy producers today. Furthermore, the aspects discussed in the current article represent the main factors that have influenced the investment prospects of companies in the field until 2020.

Keyword: wind energy, business model, sustainability, renewable energy, wind parks, Germany, Romania.

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