Strategic Fit of Solar Power Solutions for a Non-Electricity- Producing Company A Case Study of Liseberg AB
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Typ
Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Program
Management and economics of innovation (MPMEI), MSc
Publicerad
2023
Författare
Fredriksson, Elin
Haglund, Stina
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
The escalating impacts of climate change necessitate societal action to transition towards a
decarbonised economy. In this green transition, electrification of society is a critical
component which implies more renewable electricity in the grid resulting in a more volatile
electricity market. For Non-Electricity-Producing (NEP) companies, the importance of
implementing new ways of strategically managing electricity supply becomes apparent. Solar
power is one of several renewable electricity production methods, which is assessed as being
suitable for NEP companies, both because of its relatively low cost, and its flexible
applications. However, little guidance exists for NEP companies wanting to integrate solar
power into their electricity supply. This pertains specifically to the strategic fit of various solar
power solutions with their current business operations. To this end, this thesis sets out to,
through a single-case study, first, identify available solar power solutions for NEP companies
to incorporate, and second, provide guidance regarding strategic fit between the solutions and
the NEP company. Hence, the strategic fit analysis examines how well a new element (the
solar power solution) fits with the NEP company, considering both an internal dimension,
consisting of vertical and horizontal strategic fit, and an external dimension of strategic fit.
To truly understand the strategic dimensions and the culture of the case company, and what
solar power solutions that exist in their vicinity, a qualitative case study was carried through.
This qualitative case study was based on semi-structured interviews with 10 employees from
different functions at the case company and secondary data such as websites, market reports
and internal documents. Further, a solution by solution approach to analyse each solar power
solution’s strategic fit to the case company was made.
We identified four main solar power solutions: Host-Owned, Power Purchase Agreement
(PPA), Shared Solar, and Guarantees of Origin (GOs). Out of these four solutions, PPA and
Shared Solar displayed the highest degree of strategic fit to the studied NEP company. The
findings offer valuable insights for NEP companies planning to incorporate solar power,
emphasising that a strategic fit analysis could serve as good guidance for decision-making.
The analysis further reveals that the vertical and external dimensions of strategic fit seem to
play a crucial role in determining if solar power is a good fit for the NEP company. The
horizontal fit, however, seems to be of higher value when determining which of the available
solutions to incorporate.
Beskrivning
Ämne/nyckelord
solar photovoltaics , solar power , strategic fit , non-electricity-producing (NEP) company