TRANSFORMATION OF BUSINESS MODELS OF GENERATING COMPANIES ON THE RUSSIAN MARKET: PROSUMPTION AS A MOVING FORCE
The transformation of the electricity market in Russia is characterized by a change in the role and nature of the ordinary consumer and his transformation into a prosumer, which has a completely new value system, including power supply security, environmental friendliness, open communication. Accompanying trends in the digitalization industry are forming a certain sustainable system of challenges for generating companies. The transition from a traditional business model to a model with elements of a product-service system is underway. At the same time, various groups of companies, due to their institutional characteristics, transform their business model in different ways. The purpose of this study is to identify new elements of business models of generating companies that are characteristic of the product-service system, as well as to analyze the response of various groups of companies to this trend. Analytical and systematic approaches used in the course of work allowed solving the set tasks. The main results of the research indicate that the transition of business models of generating companies to a product-service model has begun, which is faster carried out by companies with foreign participation.
Keywords: business model, customer focus, product-service model, generating companies, consumer.
Highlights:
the most important challenges for generating companies in the Russian market due to the emergence of proactive consumers were highlighted;
the main characteristics of the formed product-service model in the generation segment were described;
the main elements of the generalized business model of generating companies, which are characteristic of the product-service model were presented;
the correspondence of the business models of generating companies from various product-service model groups was analyzed.
Maria V. Gorgisheli, an analyst of the Laboratory for Research of Industrial Markets, National Research University of Higher School of Economics, Moscow.