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

A competitive analysis in comparison with RWE

Master's Thesis , 2009 , 132 Pages , Grade: 1,8

Politics - Topic: Globalization, Political Economics

Renewable energies have become more and more important as energy sources in the recent decades and they will become even more significant further on: They reveal as the main hope for the worldwide energy supply in the future. The presented Master Thesis concentrates on their importance for electricity production in the strategy of E.ON in consideration of special comparison to RWE. Both companies are the greatest energy suppliers in Germany. The special focus of the work lies on the important as¬pects of internationalization and globalization. The aim is to show how the globaliza¬tion drivers affect on renewable energies for electricity production and what that means to the strategy of E.ON and RWE.

Inhaltsverzeichnis (Table of Contents)

• Executive summary
• 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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master thesis analyzes the globalization drivers for renewable energies in the electricity production sector. It specifically compares the global strategies of E.ON and RWE, two major German energy companies, in this context. The main objective is to understand the factors influencing the globalization of renewable energy activities within the electricity market and assess the internationalization strategies of these two companies. The key themes explored in the thesis are:

• Globalization drivers for renewable energy
• Comparative analysis of E.ON and RWE's internationalization strategies
• Application of strategic frameworks to analyze globalization strategies
• The role of renewable energies in the electricity market
• The impact of government policies on globalization strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction and Procedure: This chapter introduces the research objective, problem statement, relevance of the topic, and structure of the work.
• Chapter 2: Theoretical Steps Towards a Global Strategy: This chapter defines key terms like "renewable energies," "globalization," and "global strategy." It reviews various strategic theories and frameworks, including Porter's "Five Forces," the Ansoff-Matrix, and different approaches to identifying globalization drivers.
• Chapter 3: E.ON and RWE: Their Situations Referring to the Electricity Market and Renewable Energies in It: This chapter provides an overview of the companies E.ON and RWE, including their business activities and market positioning. It examines the structure and dynamics of the electricity market, both in Germany and Europe, and analyzes the role of renewable energies in this context.
• Chapter 4: Internationalization and Globalization for Renewable Energies in the Electricity Market: This chapter applies the previously introduced frameworks of globalization drivers to the specific case of renewable energies in electricity production. It examines how market, cost, government, and competitive factors influence globalization strategies in this sector.
• Chapter 5: Critical Analysis of the International and Global Strategy of E.ON Referring to Renewable Energies for Electricity Production in Comparison with RWE: This chapter analyzes the international activities of E.ON and RWE in the renewable energy sector, including their geographic expansion, investments, and partnerships. It compares their global strategies and critically evaluates their strengths and weaknesses.

Schlüsselwörter (Keywords)

This master thesis focuses on the globalization drivers for renewable energies in the electricity sector, specifically examining the internationalization strategies of E.ON and RWE. The key concepts and topics explored include: renewable energies, globalization, global strategy, strategic management, Porter's Five Forces, Ansoff Matrix, Yip's global strategy framework, electricity market, internationalization, E.ON, RWE, and comparative analysis.

• College: University of Applied Sciences Essen
• Grade: 1,8
• Author: Diplomvolkswirt Stephan Jäger (Author)
• Publication Year: 2009
• Pages: 132
• Catalog Number: V139127
• ISBN (eBook): 9783640470846
• ISBN (Book): 9783640471041
• Language: English
• Tags: Globalization