This session is based on the book “Marketing & Sustainability: Why and how sustainability is changing current marketing practices” (Guyader et al. 2020, Studentlitteratur). The authors host a workshop about using the concept of greenwashing in the classroom, and they open for discussion with fellow teachers about teaching marketing with a sustainability approach. The session begins with a short introductory presentation of the book content, with a focus on the practice of greenwashing — before moving-on to a workshop/discussion of greenwashing cases in Sweden.

Kursläromedel med fokus på hållbarhet och samtidens geopolitiska utmaningar och spänningar.Internationell ekonomi ger förståelse för de mekanismer som styr ekonomin i världen och fångar samtidigt dagens geopolitiska utmaningar och spänningar. Läromedlet riktar sig mot gymnasieskolan och vuxenutbildningen och lyfter fram viktiga historiska skeenden och samband och genom olika perspektiv och synsätt presenteras en nyanserad bild av en komplex värld. Hållbar utveckling är ett centralt tema, vilket betonas i avsnitten om resursfördelning, konsumtion och olika aktörers roll på den globala spelplanen.

Despite the emphasis on actors in the market-shaping literature, the market-shaping roles and heterogeneity of market actors have mostly been aggregated into overarching practices, processes, or activities. While market-shaping research has provided rich insights into the different activities, and actors, that play a role in shaping markets, it remains unclear how the differences in market actors market-shaping engagement translate back into specific roles. By following the Swedish market for liquefied gas over a period of three years, this longitudinal case study draws on extensive data to further elucidate market-shaping processes through the lens of roles. Employing an abductive theorizing approach, we empirically investigate the different roles performed by market actors in market-shaping processes. We discover that roles depend on the different levels in market-shaping engagement towards a focal market vision that ultimately relates to the disposition, behavior and influence displayed by the specific actors. Within this process we identify and delineate six market-shaping roles: the Market Driver, Market Supporter, Market Missionary, Market Rival, Market Catalyzer, and Market Detractor.

This paper analyzes how incumbent firms act to shape markets for new technology alternatives. It introduces a framework that highlights important linkages between the dynamic market-shaping capabilities of individual firms and market-shaping processes on a system level. The framework is used to analyze the endeavors of two large heavy vehicle manufacturers to introduce two technology platforms-electrified trucks and trucks fueled by liquefied gas-as alternatives to traditional diesel-fueled trucks. The analysis shows how incumbent firms deploy market-shaping capabilities to claim legitimate positions in envisioned future markets. The paper concludes by pointing to the dynamism of market interactions in sustainability transitions, showing how firms induce system-level reconfigurations and how such reconfigurations induce changes at the level of the firm.

The pulp and paper industry faces several challenges linked to climate and environmental impact, resource efficiency, rising energy prices, increased competition for biomass resources, and declining demand for traditional printed paper products. However, these challenges also offer strategic opportunities for the industry to develop into a competitive, resource-efficient, and low-carbon industry in line with a biobased economy. Against this background, this paper aims to analyse current energy strategies in the pulp and paper industry in Sweden. Specifically, the paper analyses how companies combine continuous process efficiency to reduce energy costs with activities that could be developed into new energy-related products to increase revenue. Most of the analysed companies work to various degrees with both these strategies, employing methods that include improving energy efficiency, energy security, and energy conversion, as well as developing a wide range of biobased energy products. However, our study indicates that there is an untapped potential associated with energy product development, and we conclude that energy efficiency measures can free up resources, enabling the development of new energy products. Finally, several potential managerial outcomes and implications are outlined.

This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.

We identify four market-shaping strategies and their related activities that enable a focal market actor to work towards specific market outcomes. The conceptual framework provides firms with a tool for choosing specific market-shaping strategies depending on their market-shaping intention (offensive/defensive) and perception of a market's stability (stable/unstable). Accordingly, and in line with market-shaping literature, the four market-shaping strategies enable a firm to widen, reduce, maintain, or disrupt a market. Whereas previous market-strategy conceptualizations emphasized firm-level outcomes, the four identified market-shaping strategies focus on market outcomes and encompass a more comprehensive understanding of the impact of a firm's strategic actions on a market. Thereby, this study offers new perspectives on the implementation of market strategies in the context of markets as complex adaptive systems. By exemplifying the four market-shaping strategies using four industry cases, we illustrate how market-shaping strategies can appear in practice and demonstrate how firms can strategically leverage and steer market processes to their advantage.

Purpose

The purpose of this paper is to improve the understanding of green service. In particular, the focus is on identifying homopathic and heteropathic resource integration processes that preserve or increase the resourceness of the natural ecosystem.

Design/methodology/approach

Through an extensive multiple case study involving ten service providers from diverse sectors based on a substantial number of interviews, detailed accounts of green service are provided.

Findings

Six resource integration processes were identified: reducing, recirculating, recycling, redistributing, reframing and renewing. While four of these processes are based on homopathic resource integration, both reframing and renewing are based on heteropathic resource integration. While homopathic processes historically constitute a green service by mitigating the impact of consumption on the environment, heteropathic resource integration increases the resourceness of the natural ecosystem through emergent processes and the (re)creation of natural resources.

Research limitations/implications

The present study breaks away from the paradigm that “green service” is about reducing the negative environmental impact of existing services, toward providing a green service that expands biological diversity and other natural resources.

Originality/value

Transformative service research on environmental sustainability is still in its infancy. The present study contributes through conceptualizing green service, redefining existing resource integration processes (reducing, recirculating, recycling) and identifying new resource integration processes (redistributing, reframing, renewing).

This book aims to equip business students and marketing practitioners with a thorough understanding of sustainability issues. It uses contemporary cases and useful conceptualizations from recent research to provide a toolbox that help the reader understand how to deliver value to today’s consumers, while considering the well-being of future generations.

Marketing & Sustainability raises important questions concerning the impact of (over)consumption, production, distribution, and communication, all key marketing activities, on socio-environmental challenges in the world — such as climate change and natural resource depletion.

Servitization, dematerialization of consumption, the emergence of the circular economy paradigm, the platform-based sharing economy paradigm and the use of sharing schemes and platform-based exchanges of existing market goods are all dealt with in this book, which will make a lot of sense for students, marketers and other professionals who are aware of and striving for sustainable growth.

By merging findings from transition studies with recent literature on market-shaping, this paper outlines a conceptual framework that describes the shaping of sustainable markets. The framework comprises three critical processes: enabling exchange practices, proving the system and constructing the narrative. Individually, these processes generate different kinds of value – traded, demonstrated and expected value – and the value output from each process serves as input to the other two processes. Hence the value streams link the processes together. We illustrate the framework by analyzing market-shaping processes for biogas in Sweden. The case analysis shows how public and private actors have engaged in a multitude of activities that have built up the market-shaping processes. The analysis highlights the recursive nature of sustainable market-shaping, showing how key actors must repeatedly respond to tensions resulting from growth and aspirations of growth.

I övningsboken finns ett stort antal uppgifter av varierande typ och svårighetsgrad, som begreppsförståelse, instuderingsfrågor, gruppövningar och datoruppgifter.

Denna studie har bl.a. lett till nya insikter och en fördjupad förståelse för energiledning ur ett styrningsperspektiv. Det finns idag endast ett fåtal studier på energiledning med liknande perspektiv (Schulze et al., 2018, 2016; Virtanen et al., 2013) varför fortsatt forskning starkt rekommenderas. Den multipla fallstudien visade att det finns skillnader i organisering och styrning för energiledning även mellan liknande företag inom samma industri. Dessa skillnader kan till synes härledas till den strategiska riktning respektive företag tagit i sitt energiarbete. Ett ramverk har utvecklats som visar på vilka aktiviteter som bör prioriteras för att möjliggöra för ett proaktivt energiarbete. Fallstudien som fokuserade på investeringsprocessen och dess aktiviteter och procedurer stärker dessa slutsatser: energi bör på operativ nivå integreras som ett kriterium vid investeringar samt på strategisk nivå som en strategisk prioritet.

Decisions on organizational boundaries are critical aspects of manufacturing firms’ business strategies. This article brings together concepts and findings from industrial ecology and business strategy in order to understand how manufacturing firms engage in initiatives to facilitate recycling of process wastes. Based on a distinction between waste recovery and use of the recovered resources, the article introduces a typology of four different strategies: Closed, Outsourcing, Diversification, and Open. Each strategy has a unique set of organizational boundaries and is associated with different motives and benefits for the manufacturing firm. The typology of strategies provides a conceptual contribution to assist industrial managers in strategic decision-making, and to support further studies on organizational boundaries in industrial ecology research.

This session is based on the upcoming book “Marketing & Sustainability” (Studentlitteratur 2020) which aims to equip business students with the relevant mindset to pursue advanced marketing education or start their career as marketer with an understanding of sustainability issues — with contemporary cases and useful conceptualisations and classifications.

The presentation will cover (1) classic consumer behavior concepts (e.g., consumer segmentations, the consumption process) and how to influence consumer behavior in light of infamous attitude-behavior “green gap” (e.g., nudging); (2) firms’ operations and responses to the sustainability imperative (e.g., new product/service development, the life-cycle approach, ISO standards, open innovation); (3) sustainable marketing communications (e.g., branding, certifications and labelling, communication channels) and the pitfalls of “cheating the consumers” (e.g., greenwashing issues, transparency, GDPR implications); and (4) the diverse sustainable business models and marketing channels (e.g., Product-Service Systems, circular economy paradigm, peer-to-peer platforms). 

Background and research question

Presenting possible solutions to environmental problems such as air quality, greenhouse gases, nutrient recirculation, organic waste and wastewater management, biogas is highly relevant for sustainability transitions. Besides biogas producers, the production and use of biogas engages actors from several sectors, including energy and gas distribution, waste management and wastewater treatment, agriculture, vehicles and transport.

The formation of markets for biogas depends on policy interventions at different levels, from the local municipality via the national government to the EU commission. By contrast to other European countries, which tend to subsidize biogas production, the Swedish government has the intention to stimulate demand and to favor the use of purified biogas (biomethane) as a vehicle fuel. While biomethane currently has a strong position as an alternative to fossil fuels in certain niches (notably public transport buses), the Swedish biogas sector faces challenges to reach beyond these narrow market segments.

Adopting a market constructivist perspective, this paper will analyze the formation of markets for biogas in Sweden. The following research question will guide the analysis: What characterizes market formation in this case and based on that, what is possible to learn about market formation in relation to sustainability transitions? 

Theory

Marketing scholars increasingly consider market formation as on-going processes, which a multitude of actors influence through their strategies, activities and capabilities. To understand market formation it is therefore necessary to analyze activities among a wider array of actors than merely producers and their (potential) customers.

Following a constructivist perspective, the offer is a core element in market formation. The offer describes the meanings and qualifications that actors impose on the object that is for sale. These meanings and qualifications constitute boundaries between actors and goods. Different actors engage to define the object, as well as its meanings, qualifications and potential value. Without a clear view of what is being exchanged, market formation will be difficult. Market formation also includes institutions that set boundaries and rules for the market. These are neither static, nor pre-conceived; instead, they are shaped and acted upon. Actors influence institutions through dynamic and interactive processes. 

Method

The paper combines quantitative and qualitative sources of data to study the Swedish biogas sector. The paper presents detailed data on production and use of biogas in Sweden 2010-2017. This quantitative data is complemented by qualitative data from interviews with representatives from key actors as well as secondary data from industry reports and other written sources. 

Findings

The multitude of actors involved complicates market formation for biogas. Different meanings and qualifications are attributed to the offer. Whereas it is possible to perceive biogas as a relatively simple product – a fuel – it is also possible to perceive it as a complex system that may help solving various societal and environmental problems. Different perceptions of the offer have different implications for market formation. Depicting biogas as a complex system implies that the offer will comprise a number of different qualifications. The realization of such a complex system depends on the bonding of various actors. Once established, the bonds will protect biogas from competition. By contrast, depicting biogas as a fuel means that the value of biogas will be assessed in relation to fuel prices. Qualification will thus depend on cost competitiveness vis-a-vis other fuels.

Our analysis suggests that although the contrasting perceptions of biogas cause tensions between the actors involved, the different qualifications complement each other in the market formation process. Various environmental and societal benefits makes it possible for actors argue for institutional reforms to help biogas become cost competitive, and increased competitiveness makes it attractive to establish new biogas systems.

As the marketing literature increasingly construes markets as malleable entities, research studies of ‘marketshaping’strategies have gained increasing attention in recent years. Those are proactive, deliberate initiativeswhich a firm takes with the aim of re-shaping an operating environment comprising direct customers, customers'customers, and other actors such as its competitors. Our study derives a theoretical framework for marketshapingfrom the existing literature and an in-depth case study of one market-leading firm in the steel industry,which has been working actively in the shaping of a market. Analysis of the responses of a range of experiencedexecutive staff to unstructured and semi-structured interviews shows, among other things, that in order to shapethe market, the firm performed many individual and aggregated activities at three levels of influence – system,market offer and technology – with various actors in the market in focus. These findings are the basis of aproposed activity framework for the proactive shaping of a market: that is, what firms can do in order to shapean existing market, drive growth and create sustainable competitive advantage.

This paper presents a typology for green service. It is based on two dimensions: a resource integration dimension to differentiate between different efforts aiming to reduce, reuse, redistribute, recycle or renew resources (for instance natural or operant resources); and a dimension representing whether other ecosystem actors are actively or passively involvement in the green service. The ten types of green service provide an analytical tool for service marketing managers and scholars discussing how to improve or develop green service.

Consumer Behavior: Classical and Contemporary Perspectives provides a basic understanding of the subject of consumer behavior. A better understanding in terms of why and how people consume is particularly relevant in today’s society since consumption has become an increasingly important part of people’s lives.

This book differs from most previous textbooks by describing the subject of consumer behavior based on two comprehensive theoretical fields: theories concerning consumer psychology and decision-making, and theories concerning consumer culture and practices. These two perspectives complement one another and contribute to a better understanding of the complexity of consumption. Furthermore, the book has a sustainability perspective. The impact of consumption on the environment is important to highlight, not least with regard to future generations. The book also has a consumer perspective in that the consumer is not seen as a passive recipient of offers, but rather as an active actor who must be given the opportunity to make his or her voice heard. A better understanding of consumers’ different living conditions and the situations they encounter will give companies and other organizations a better chance to reach out to consumers and meet their needs.

Consumer Behavior is also available in Swedish, published by Studentlitteratur.

Improving energy efficiency is a cornerstone in climate change mitigation, and energy services are portrayed as a promising market-based approach to achieve this. This paper examines the barriers to, and driving forces needed for, the implementation of energy services from the perspective of Swedish local and regional energy companies. This includes an analysis of the resources needed in three phases of energy service implementation, i.e., development, sales, and deployment. The results indicate a supply-side interest in providing energy services, with the major challenges being related to (a) intra-organizational issues such as a lack of strategic direction and intent and (b) a perceived lack of knowledge, interest, and trust on the part of potential energy service customers. The paper concludes with managerial and policy implications on how an increased focus and impact of energy service can be achieved among local and regional companies.

The paper presents a case study of market formation for biogas in Sweden and analyses the case with concepts derived from literature on socio-technical transitions and business-to-business marketing. Based on the case study analysis, the paper outlines two different models that describe market formation processes for renewable energy technologies: a local model and a global model. Different perspectives on the market offer, different actors involved, and different institutional dynamics characterize these models. The models do not necessarily describe different stages in the market formation process. Rather, they describe different patterns by which the market for renewable energy alternatives may grow. 

Several studies of sustainability transitions have used the technological innovation systems approach to study market introduction of renewable new energy technologies (Negro, Hekkert et al. 2007, Alkemade and Suurs 2012, Negro, Alkemade et al. 2012, Jacobsson and Karltorp 2013, Bento and Fontes 2015, Tigabu, Berkhout et al. 2015). These studies have shown that during these early stages, the new technologies and markets tend to be relatively crude. Moreover, established infrastructure, industry structures and institutional practices are often inadequate for the new technologies. This means that the new technology alternatives are rarely competitive on regular markets, which are dominated by existing technologies. Therefore, policy makers are advised to facilitate the formation of protective spaces – niches – which allow for the new technologies to enter the market (Kemp, Schot et al. 1998, Caniëls and Romijn 2008, Smith and Raven 2012). Gathering relevant stakeholders in the formation of networks, such protective spaces will nurture experimentation activities and assist the development and diffusion of knowledge. Moreover these protective spaces will empower proponents of the new technology, helping them to attract resources and build legitimacy for the new technology.While sustainability transitions literature have investigated the early stages of market introduction of renewable new energy technologies thoroughly, the critical step from having an established position in a protected niche to facilitating a broader diffusion to an actual market has received less attention in transition studies. According to Suurs and Hekkert (2009), this step would imply different kinds of innovation system dynamics, in which market formation would be an essential process and Jacobsson (2008) plead for a different set of policy instruments to support such broader market diffusion. Still the market formation processes for renewable new energy technologies are not well understood in sustainability transitions literature.Such formation processes are however well analyzed within the business to business marketing field. Araujo (2007) states that the creation of new markets can be achieved by various activities from different actors. Such market-shaping activities stretch from traditional firm level activities such as sales to activities that involve the entire markets institution e.g. changing the rules of the market (Kjellberg & Helgesson, 2007; Mele, Pels & Storbacka, 2015). In the center of a new market is the market offer. The process of qualifying the product involves different actors’ attempts to qualify desirable attributes and characteristics related to the offer (Callon et al. 2002). This process is especially important in shaping new markets since the market offer in itself is not fixed but rather something in the making. In the center of our study is the overall research question: What actors are involved in shaping the Swedish biogas market and what qualifications does these actors attribute to the product?

Retailers are the gatekeepers between consumers and eco-friendly products. As such, they can influence green shopping behavior. The results of an eye-tracking experiment show that retailers can attract consumers’ visual attention and increase the green premium through various practices such as providing relevant information, orienting consumers inside the store, and offering an eco-friendly product assortment. Managerial implications are to use green-colored price tags to signal eco-friendly products, while avoiding greenwashing practices that can distract consumers from finding the eco-friendly products they look for.

The forest industry is of great importance to the Nordic countries in terms of exports and employment. Today the industry faces tough challenges related to future higher energy prices, increased competition for wood raw material, and a declining demand for traditional paper products. However, there are also possibilities related to the transition to a bio-based economy. This paper focuses on one such avenue, the business potential in using wastewater from pulp and paper mills as a basis for biogas production. The paper identifies biogas plants at Nordic mills currently operating or under construction and, positions the mills according to their decisions on how to engage in activities related to biogas production and use. Requirements for and consequences and of the different positions are discussed in terms of resources and capabilities, governance, and strategy focus.

The paper shows that cost reduction is an important driver for biogas production in the pulp and paper industry, but public financial support is needed to justify the investments. Since forest firms do not view biogas production as a core business activity, external actors that can offer turnkey solutions or runt the operations may be needed to facilitate biogas production in the forest industry. While internal use of gas is an option for some mills, it is evident that external demand for biogas, i.e. as vehicle fuel, differ in the three different Nordic countries. In Norway, whose forest industry is the least significant of the three countries, the situation for external use seem to be the most promising, emphasizing the role of public policy interventions in the transport sector for the development of biogas in the forest industry.

Current research points to a large energy efficiency potential in industry which is still left unexploited. One of the most promising means of reducing energy consumption and related energy costs is implementing an energy management. This paper provides a systematic review of existing academic journal publications on energy management in industry. Five essential key elements of an energy management based on overarching themes are identified within the body of literature (strategy/planning, implementation/operation, controlling, organization and culture) and the specific findings relating to each key element are synthesized. Subsequently a conceptual framework of an energy management is developed which illustrates that a comprehensive approach is necessary in order to effectively exploit the existing energy efficiency potential. Finally implications for further research are described.

The literature has often proposed a niche market strategy as the means by which producers of commodity-based products (e.g. steel, pulp and paper, and petrochemicals) can counter increasing competition, particularly from low-cost, low-price competitors. That strategy has primarily been viewed as defensive, i.e. the weaker producer builds protective barriers around its product to fend off competition. This paper proposes, on the contrary, that niche marketing can also be used as a proactive, or even aggressive, strategy to enable a firm to outperform competitors in both profitability and growth. The use of a proactive niche market strategy in practice is examined in case studies of three global Swedish steel firms that have achieved above-average profitability over time. We propose, as a result of our analysis, the concept of the proactive niche market strategy as one that employs a mix of five key activities: focusing on the customers' customers; making the effort to become a preferred supplier early in the process; interacting with customers at multiple levels; extending the product offering by adding services; and focusing on the development of “adjacent” products, markets, and applications.

Hur kan man som konsument, företagsledare eller student leva och få sina behov tillfredsställda utan att äventyra kommande generationers möjligheter att tillfredsställa sina behov?



Intresset för hållbarhetsfrågor i allmänhet och hållbara företag i synnerhet har ökat avsevärt under de senaste åren, såväl hos konsumenter som hos företagsledare, politiker, journalister, studenter och andra grupper. Hittills har det saknats vetenskaplig litteratur som speglar hållbarhetsdimensionen ur ett marknadsförings­perspektiv. Med denna bok försöker författarna fylla det tomrummet och bidra till att hållbarhetstänkandet blir en integrerad del av marknadsföring, till exempel i affärsmodeller, varumärken och marknadskommunikation.

A focus on market orientation in order to improve firm performance has during the last decades been both well, and widely, accepted as a necessity for remaining competitive. Even though the concept has been the focus of much research, recent studies suggest that practitioners find it difficult to interpret the market orientation concept and, subsequently, find it hard to implement in their organizations. The actual implementation of market orientation is also a relatively unexplored area within marketing. The majority of research around market orientation has instead tended to focus on other issues such as to measure and link performance to the development of the actual concept rather than implementation aspects and processes.This article identifies four enabling mechanisms for the implementation of market orientation. It forwards a framework to advance understanding of the actual implementation and effects of market orientation. The framework – consisting of issues focusing on effects on an internal, a customer, and a market level – aims to increase the understanding of how a successful implementation of market orientation can be achieved.Findings are developed through an in-depth longitudinal case study of a B2B firm implementing market orientation. As such, the findings are well grounded in, and provide insights into, managers’ real challenges, as well as offering opportunities to generate new insights for academia. By studying the market orientation implementation process, four mechanisms that enable the implementation is, among other things, identified; 1) Top management as a change champion, 2) A coordinating ICT platform, 3) The redesign of the offering structure (portfolio), and 4) A multi-layered organizational structure.

Energy services play a key role in increasing energy efficiency in the industry. The key actors in these services are the local and regional energy companies that are increasingly implementing energy services as part of their market offering and developing service portfolios. Although expectations for energy services have been high, progress has so far been limited, and many companies offering energy services, including energy companies, are experiencing difficulties in implementing energy services and providing them to the market. Overall, this research examines what is needed for local and regional energy companies to successfully implement energy services (and consequently provide them to the market). In doing this, a two-stage process is used: first, we identify key activities for the successful implementation of energy services, and second, we aggregate the findings to the business model level. This research demonstrates that to succeed in implementing energy services, an energy company may need to renew parts or all of its existing product-based business model, formulate a new business model, or develop coexisting multiple business models. By discussing two distinct business model innovation processes, this research demonstrates that there can be different paths to success.

Det övergripande syftet med detta projekt var att undersöka förutsättningarna för att öka tjänsteinnehållet på den svenska energimarknaden utifrån ett energibolags perspektiv. Mer konkret omfattar rapporten följande:

• Beskrivning och analys av implementeringsprocessen av energitjänster hos ett energibolag; detta skedde genom att följa implementeringen av vissa typer av energitjänster. Målet var att ta fram ett ramverk för hur energibolag kan arbeta för att effektivt implementera och leverera utvecklade energitjänster (checklistor, processteg etcetera) samt nyckelkriterier för att vara framgångsrik i detta.
• Undersökning av vilka typer av avancerade energitjänster som kan utvecklas, och hur (till exempel hur dessa kan paketeras), med utgångspunkt i kundens behov och med kunden som medskapare. Detta skedde genom att identifiera dels de behov och de utmaningar som kunder står inför (oberoende av leverantör), dels de typer av tjänster som har potential att skapa värde (utifrån marknadens behov). Målet var att ta fram en typologi av energitjänster med typiska karaktärsdrag samt även klassificera vilket värde (för både kund och leverantör) som kan skapas. Denna typologi kan användas av energibolag (och andra) vid nyutveckling av tjänster men även vid kundkontakter och strategiutveckling.
• Beskrivning av de framtida affärsmodeller som är möjliga för att ett energibolag på ett effektivt och lönsamt sätt ska ha potential att utveckla, sälja och leverera energitjänster.

Det som gör denna rapport unik är att den ämnar kombinera energitjänsteforskningen med den numera rika flora av vetenskaplig litteratur kopplad till så kallad tjänstefiering. Främst har forskning inom tjänsteinnovation berört tillverkade företags produkt- och tjänsteportföljer. I denna rapport ämnar de rådande teoribildningarna inom forskningsfältet tjänsteinnovationer kopplas till den relativt sätt nya så kallade energitjänstemarknaden men där flera likheter med tillverkande industri finns, till exempel ett traditionellt sett starkt fokus på den produkt som säljs och inte kring tjänster kopplade till produkten.

Energy efficiency is one of the major means of reducing CO₂ emissions resulting from industrial use of energy. Both from a societal as well as business perspective it is of great importance to reduce industrial energy end use (EEU). The implementation of energy-efficient technologies as well as increased focus on energy management practices has been stated by previous research to be the two most important methods of improved industrial energy efficiency. To date, however, there are few (if any) studies that have analyzed the proportion of industrial energy savings that derive from implementation of new technology versus from continuous energy management practices. By analyzing substantial data from the Swedish PFE program this paper aims to quantify what previously has been referred to as the extended energy efficiency gap. Results show that about 61% of the analyzed 1254 energy efficiency measures are derived from the implementation of new technology, and the rest stems from management and operational measures. The results presented in this paper are of outmost importance for industrial energy managers and energy auditors as well as industrial associations and policy-makers in order to cost-effectively address these no-regret measures.

How can we as consumers, company leaders or students have our needs met without adventuring the possibilities of future generations having their needs met?During recent years, the interest in sustainability issues in general and sustainable companies in particular has increased considerably, among consumers as well as company leaders, politicians, journalists and other groups.

So far, there has been a lack of scientific literature reflecting a marketing perspective on the sustainability dimension. This book is the authors" attempt to fill that void and contribute to making sustainability an integral part of marketing, for instance in business models, brands, and marketing communication.

Honourable mention - Marketing Book of the Year 2014The Swedish version of the book was rewarded a special prize in The Swedish Marketing Foundation"s annual distinction Marketing Book of the Year in 2014.

This study investigates the impact of in-store marketing and packaging elements on green shopping behavior, aiming to further understand the attitude-behavior Green Gap. The results of first, a choice experiment with 127 respondents and second an eye-tracking experiment with 67 respondents show implications for the retail industry.

Purpose: The importance of green services is increasing. The purpose of the research project is to develop a better understanding of the concept “green services” and its relationship to “service innovation”. The research questions are: What factors can define the green services concept? What are the distinctive characteristics of different types of green services?

Methodology: A multiple case study approach is used. The cases represent companies having introduced green service innovations. Based on interviews with the innovators and customers different categories of green services are indentified and described. The empirical findings are then analyzed in the light of a literature review.

Findings: By combining empirical observations and theory the authors develop a framework for green service innovations. This framework describes how innovation can be attained through emphasizing changes in resource integration (reuse waste, reduce impact on nature and improve nature) and service provision (direct service or indirect service). In this frame six categories of green services are defined: redistribution of resources, changing customer behavior, improving conditions for nature, upcycling, replacement of technology and products to improve nature.

Originality/value: The majority of existing research on green service has had focus on the service companies and the change of technology in providing services. The authors here rather emphasize the customer roles, and stresses that these roles need to change to fulfill green service innovation. Moreover, the perspective here is that green services have the ability to not only mitigate negative impact on the environment but also increase the quality of nature. The term “greenovation” is proposed to emphase this.

The threat of increased global warming accentuates the need for reducing anthropogenic emissions of GHG (Green House Gases). Improved energy efficiency in industry represents one of the most important means of reducing this threat. Furthermore, improved energy efficiency and cutting energy costs may be key factors for individual enterprises’ long term survival and success because of increased environmental legislation and rise of energy prices. Despite the fact that extensive potentials for improved energy efficiency exists in industry, a large part remains unexploited explained by the existence of various barriers to energy efficiency. The research on barriers is well-developed and regards the non-investment of cost-effective technical measures that improve energy efficiency. In these studies, the actual investment decision is the analysing variable. However, if one extends the system boundary, there are indications that not only the actual reduction of energy cost but also other potential benefits should be taken into account in energy-efficiency investments. Including such factors, named non-energy benefits (NEBs), in the investment calculation mean the investment may have a considerably shorter pay-back period. The aim of this paper is to study if NEBs are considered and measured in energy-efficiency related investments in Swedish industry, and to study factors inhibiting the inclusion of NEBs in investment calculations. Results of this study indicate that NEBs seems to exist in the Swedish industrial companies participating in this study, but only few of the mentioned NEBs were included in investment calculations, explained by among other factors, the hidden cost of monetizing the NEB.

Intresset för hållbarhetsfrågor i allmänhet och hållbara företag i synnerhet har ökat avsevärt under de senaste åren, och idag fångar hållbarhetsfrågor intresset hos konsumenter, företagsledare, politiker, journalister, studenter och andra grupper. Det har hittills saknats vetenskaplig litteratur som speglar hållbarhetsdimensionens teori, analysmodeller och praktik från ett marknadsföringsperspektiv - och särskilt gäller detta litteratur som speglar svenska förhållanden.

Denna bok försöker fylla det tomrummet genom att ge insikter kring hur man som konsument, företagsledare eller student kan leva och få sina behov tillfredsställda utan att äventyra kommande generationers möjligheter att tillfredsställa sina behov. Särskilt inom marknadsföringsområdet är detta angeläget, då hållbarhet till sin natur är integrerat med t.ex. affärsmodeller, varumärken och marknadskommunikation.

Bilden i såväl marknadsföringslitteratur som bland många beslutsfattare är att distributionsbeslut primärt handlar om att styra ett flöde av varor och tjänster på ett mer kostnadseffektivt sätt än konkurrenterna.

I denna bok är utgångspunkten istället att distribution har blivit så integrerat i erbjudandet att det är svårt att isolera från produkten och varumärket. Företag som känner till detta samband arbetar inte slentrianmässigt med sin distribution utan förstår dess strategiska betydelse för framgång i en alltmer konkurrensintensiv och mättad marknad där konsumenter är krävande, emotionellt styrda och generellt trötta på företags marknadskommunikation.

Genom studier av svenska och internationella företag och varumärken som Stiga, Fenix Outdoor, Svenssons i Lammhult, Nike, Samsung och Starbucks exemplifieras och fördjupas förståelsen för distributionens betydelse.

Boken lämpar sig som komplement till introduktionsboken i grundläggande marknadsföringskurser vid universitet och högskolor samt som fördjupningslitteratur. Den vänder sig också till yrkesverksamma som arbetar med eller kommer i kontakt med marknadsföring och distribution.

Based on a study of policy-induced changes in the Swedish pulp and paper industry, this paper follows a process of socio-technical regime destabilisation. Results from the study show that in industries where established firms have significant power, processes of endogenous renewal are more likely to destabilise established regimes than processes based on niche solutions. Further, the study shows how policy measures aimed to destabilise the current regime may result in different responses, owing to the different capabilities of individual firms. The analysis suggests that heterogeneous capabilities within established industries provide possibilities for policy makers to initiate change.

Denna rapport syftar till att ge en överblick av kunskapsläget beträffande vilka faktorersom påverkar industrins energianvändning. Syftet kan delas upp i fyra temaområden:Energipriser och råvaror, Ekonomisk utveckling, Skatter och styrmedel,samt Energieffektivisering. Inom ramen för dessa fyra teman omfattar studien fyraunderkategorier: industrin generellt inklusive internationell forskning inom fältet,svensk industri, järn- och stålindustrin generellt inklusive internationell forskninginom fältet, samt svensk järn- och stålindustri.Den huvudsakliga metoden för uppdragets genomförande har varit en litteraturstudie,där vetenskapliga artiklar i internationella tidsskrifter granskats. För att säkrahög vetenskaplig kvalité har endast ISI-rankade vetenskapliga artiklar valts ut förläsning. Totalt omfattas studien av cirka 240 vetenskapliga artiklar mellan åren 2000till 2012. Initialt granskades artiklarna utifrån titel, och nyckelord, och typ av tidsskrift,för att avgränsa icke relevanta artiklar. Därefter valdes cirka 100 artiklar utför en djupare granskning av primärt artiklarnas sammanfattningar. Totalt valdesutifrån detta cirka 50 artiklar ut för genomläsning och kritisk granskning. Av dessaansågs 30 vara av så stor relevans att de beskrivs mer utförligt i underliggande rapport,se tabell 1. Notera att en artikel kan återfinnas under flera kategorier.I kapitel 8 presenteras en sammanfattning av de studerande artiklarna. Beträffandefaktorer som påverkar svensk järn- och stålindustris energianvändning kan noterasatt inga träffar erhölls enligt studiens sökkriterier och endast två artiklar återfannsbland internationell järn- och stålindustri. Detta accentuerar vikten av framtidaforskning inom området.

In order to improve energy efficiency and reach the EU:s 20-20-20 primary energy saving target, focus has mainly been on diffusion of technology. Previous studies have illustrated large untapped energy saving potentials from implementing energy management practices in firms. Energy management practices have large effects on energy utilization and also a short pay-back time. According to these studies, energy management practices also effect investment decisions and the outcome of investments in energy efficient technologies. This paper investigates to what extent energy management practices influence firms estimation of energy efficiency potentials. Further it investigates two Swedish policy programs that promote industrial energy management practices: The Programme For improving Energy efficiency in energy-intensive industry (PFE) and the energy audit program and whether these have increased energy management practices in Swedish firms. A multiple case study has been conducted in order to investigate energy practices in firms in different industrial sectors. Employment of energy management varies between firms. The firms estimate equal energy efficiency potentials from implementation of energy efficient technology as for energy management practices. In total the firms estimate energy efficiency potentials of 12 %. The study shows that firms that have participated in the programs work more actively with energy management. This can be illustrated by the fact that 75 % of the firms that have not participated in any of the programs lack a person responsible for energy management and 50 % also lack a long term energy strategy. For firms that have participated in the programs the corresponding figures are 30 % and 33 %. The results indicate an untapped potential of energy efficiency measures that could be reached through increased energy management in Swedish industries.

In order to reach the EU: s 20–20–20 primary energy savings target, energy efficiency needs to increase. Previous research on energy use and energy efficiency has focused mainly on the diffusion of energy efficient technologies. The discrepancy between optimal and actual implementation of energy efficient technologies has been illustrated in numerous articles and is often referred to as the energy efficiency gap. However, efficient technologies are not the only ways to increase energy efficiency. Empirical studies have found that a cost-effective way to improve energy efficiency is to combine investments in energy-efficient technologies with continuous energy management practices. By including energy management into an estimated energy efficiency potential this paper introduces an extended energy efficiency gap, mainly in manufacturing industries and the commercial sector. The inclusion of energy management components in future energy policy will play an important role if the energy savings targets for 2020, and later 2050, are to be met in the EU.