Business Models for a Battery Electric Truck Manufacturer to Increase Customer Use of Renewable Electricity A Case Study of a Swedish Truck Manufacturer
Ladda ner
Typ
Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Program
Quality and operations management (MPQOM), MSc
Publicerad
2023
Författare
Ekblad, Linda
Herbai, Erika
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
To prevent negative consequences of climate change, emissions from the transport sector must be reduced.
Road freight by heavy trucks accounts for almost a third of global total road transport emissions and the
European Commission has presented a legislative proposal suggesting a 90 percent emission reduction for
new heavy trucks by 2040. To take responsibility for emissions in the truck’s entire lifecycle, several heavy
truck manufacturers have committed to following science-based targets, designed to guide companies
towards limiting global warming below 1.5 degrees. From a truck life cycle perspective, 90 percent of
carbon emissions occur in the use phase which makes decreasing carbon emissions from powering the
trucks a priority. Battery electric trucks have the potential of reducing total emissions significantly if they
are charged with renewable electricity. Pursuing business models to increase customer use of renewable
electricity would help battery electric truck manufacturers ensure that their trucks lead to the emission
reduction that is expected of them. Our study was a single case study of a battery electric truck manufacturer
on the Swedish market. Through semi-structured interviews and collection of secondary data, seven
business models to increase customer use of renewable electricity were identified. By examining strategic
alignment between the business models and the case company’s established strategy, business model, and
external environment, the most appropriate business model to pursue was determined. Being a mediator in
a power purchase agreement was the business model with the highest strategic alignment, thus, deemed to
be the most appropriate business model for the case company to pursue. By investigating a previously
uncharted topic, our study expands existing research and identifies some business models not found in
previous research. Furthermore, we introduce a new method for determining a company’s strategic
alignment with a new BM including a focus on a specific sustainability dimension.
Beskrivning
Ämne/nyckelord
battery electric trucks , renewable electricity , business models , strategic alignment