Globalization drivers for renewable energies referring to electricity production of E.ON

Table of Contents

1. Introduction and procedure

1.1. Research objective

1.2. Problem statement

1.3. Relevance of the topic

1.4. Structure of the work

2. Theoretical steps towards a global strategy

2.1. Terms and definitions

2.1.1. Renewable and non renewable energies

2.1.2. Globalization and globalization drivers

2.1.3. “International, multinational, multilocal and global”

2.2. General strategic theories

2.2.1. Strategy and strategic management

2.2.2. The Ansoff-Matrix

2.2.3. Porter’s “Five Forces”

2.3. Different theoretical approaches of globalization drivers

2.4. Globalization drivers and integrated conceptual frameworks of global strategy

2.4.1. A conceptual framework of Zou and Cavusgil

2.4.2. Strategic orientations for international companies by Macharzina and Wolf

2.4.3. The framework of Yip’s theory of global strategy: An introduction

2.5. Theory of globalization drivers based on Yip

2.5.1. Market globalization drivers

2.5.2. Cost globalization drivers

2.5.3. Government globalization drivers

2.5.4. Competitive globalization drivers

2.5.5. Other globalization drivers

3. E.ON and RWE and their situations referring to the electricity market and renewable energies in it

3.1. Introduction of the companies E.ON and RWE

3.1.1. An introduction of E.ON

3.1.2. An introduction of RWE

3.2. The electricity market and renewable energies in it

3.2.1. The energy market in general

3.2.2. The electricity market

3.2.2.1. The electricity market in Germany

3.2.2.2. The electricity market in Europe

3.2.3. Application of Porters’ “Five Forces” for the electricity market and renewable energies in it

3.2.4. Renewable energies and their development for electricity production

3.2.5. Application of the Ansoff-Matrix for electric power generation and renewables within it

4. Internationalization and globalization for renewable energies in the electricity market

4.1. Application of globalization drivers based on Yip onto the market of renewable energies for electricity production

4.1.1. Market globalization drivers

4.1.2. Cost globalization drivers

4.1.3. Government globalization drivers

4.1.4. Competitive globalization drivers

4.1.5. Other globalization drivers

4.1.6. Summarization of the globalization drivers

4.2. Global strategy levers and internationalizing and globalization strategies referring renewable energies for electricity production

5. Critical analysis of the international and global strategy of E.ON referring to renewable energies for electricity production in comparison with RWE

5.1. International activities of E.ON referring to renewable energies

5.2. International activities of RWE referring to renewable energies

5.3. Comparison and critical analysis of the international and global strategies of E.ON and RWE referring to renewable energies

6. Conclusion and outlook

6.1. General conclusions

6.2. A summary of critical aspects

6.3. Recommendations and outlook for the future

Research Objectives and Thematic Focus

This thesis examines the strategic importance of renewable energy sources for electricity production, specifically focusing on E.ON and RWE as Germany's largest energy suppliers. The primary research objective is to analyze how global "globalization drivers" impact renewable energy strategies, aiming to provide practical recommendations for energy companies navigating the transition towards more internationalized and global business operations.

• Application of global strategy frameworks (Yip, Porter, Ansoff) to renewable energy.
• Comparative analysis of internationalization strategies of E.ON and RWE.
• Assessment of current and future globalization drivers in the energy sector.
• Evaluation of renewable energy market potential and growth dynamics.
• Formulation of recommendations for "going global" in the renewables industry.

Excerpt from the Book

Summary of Chapters

1. Introduction and procedure: Defines the research objectives, problem statement regarding energy resources and the role of renewables, and outlines the thesis structure.

2. Theoretical steps towards a global strategy: Establishes the theoretical foundation, including strategy definitions, the Ansoff-Matrix, Porter’s “Five Forces,” and Yip’s framework for globalization drivers.

3. E.ON and RWE and their situations referring to the electricity market and renewable energies in it: Profiles the two companies and analyzes the general energy and electricity market conditions, including competitive dynamics and the role of renewable energies.

4. Internationalization and globalization for renewable energies in the electricity market: Applies Yip’s globalization drivers to the renewable energy sector and discusses global strategy levers in the context of power production.

5. Critical analysis of the international and global strategy of E.ON referring to renewable energies for electricity production in comparison with RWE: Examines and compares the specific international strategies of both companies regarding their renewable energy portfolios.

6. Conclusion and outlook: Summarizes key research findings, highlights critical aspects of the competitive landscape, and offers future recommendations for energy companies.

Keywords

Renewable energies, E.ON, RWE, Global strategy, Globalization drivers, Electricity production, Strategic management, Ansoff-Matrix, Porter's Five Forces, Market liberalization, Energy market, Internationalization, Sustainability, Climate change, Renewable energy policy.

Frequently Asked Questions

What is the core subject of this thesis?

The thesis focuses on the strategic importance of renewable energies for electricity production and analyzes the internationalization and globalization strategies of the two leading German energy suppliers, E.ON and RWE.

What are the primary thematic fields covered?

The core fields include strategic management theory, the analysis of global markets (globalization drivers), the specific dynamics of the European electricity market, and the development/growth strategies of energy firms in the renewable sector.

What is the primary research question?

The study investigates how globalization drivers influence the electricity production sector and what strategic implications these factors hold for the competitive strategies of E.ON and RWE regarding their renewable energy businesses.

Which scientific methods are applied in this work?

The research uses a structured strategic management analysis based on established theoretical frameworks like George S. Yip's global strategy theory, Michael Porter's “Five Forces,” and the Ansoff-Matrix to evaluate industry and competitive conditions.

What does the main body of the work address?

The main part provides a theoretical framework, an analysis of the electricity market structure, the application of globalization drivers to renewable technologies, and a detailed critical comparison of E.ON’s and RWE’s specific international corporate activities.

Which keywords characterize this paper?

Key terms include Renewable Energies, Global Strategy, Globalization Drivers, E.ON, RWE, Electricity Market, and Strategic Management.

How do E.ON and RWE differ in their international strategy for renewables?

E.ON has adopted a more global approach, expanding successfully into the U.S. market, whereas RWE has primarily focused its renewable activities on the European region.

What role does the “globalization triangle” play in this analysis?

Yip's globalization triangle serves as a central model to explain how industry globalization drivers, global strategy levers, and organizational factors interact to generate benefits and costs for global firms.