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Digital Technology in the Retail Electric Power Market: State of the Art and Further Challenges

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  • Alessandro Loda

Abstract

The widespread availability of digital technologies and retail electric power market liberalization have driven an increase in competitive pressure on the firms operating in this industry. The present paper aims to illustrate how main electric power companies adapted to new competitive conditions and which tools have been chosen to increase their competitive advantage, preserve their margins, and guarantee their presence on the market. Through qualitative research, the spread of innovative and smart products, offering enrichment with complementary products and services, usage of digital channels for brand identity development, and dynamics of prices and annual expenditures subjected to development of digital channel of the acquisition have been illustrated

Suggested Citation

  • Alessandro Loda, 2021. "Digital Technology in the Retail Electric Power Market: State of the Art and Further Challenges," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 221-250.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/100341:y:2021:i:1:p:221-250
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