Abstract

over the world, raising concerns about energy conservation and the environmental impacts of greenhouse gas emissions has promoted the development of a sustainable mobility transition. Successful electric vehicle (EV) deployment plays a vital role in this manner but is still facing obstacles, where public charging infrastructure is one of them. Additionally, digitization is transforming and introducing new industries worldwide, contributing with new constructs to be used in the evolving transition. Simultaneously, technology is surpassing the competition, and is one of the most potent transformational force affecting customer relations in the energy sector, leading to customers anticipating more from the power utility companies. To attain a long-termsustainable competitive advantage, firms have to retain, sustain, and nurture their customer base. To do so, corporations have comprehended the value of embracing customer-centric incentives, enabling them to capture more indirect business values. Furthermore, this thesis was done in collaboration with a power utility company, referred to as ‘Org X’ or ‘the CPO’. Influenced by the reasoning above, it investigated the opportunity to create indirect business values through a demand-driven roll-out of the national charging infrastructure with the use of crowdfunding. This was achieved by adopting an exploratory methodology approach, where a mixed inductive-deductive design was used. A multi-method qualitative data collection was made; consisting mainly of semi-structured-, and unstructured interviews with experts in the field. Thus, a profound perspective of the EV-charging market landscape was attained, which enabled adequate reasoning when proposing a strategy approach for the cause. Additionally, quantitative secondary data was used to develop a tool for an initial location evaluation, that is part of the recommended approach. This tool was also used to enhance the understanding of the national EV-charging market landscape, the customer segments, as well the potential market for a co-creating platform. The findings suggest that the perceived readiness level of crowdfunding charging infrastructure varies depending on what aspect that is being accommodated. A platform that connects stakeholders is encouraged by actors in the field, but crowdfunding through solely end-users is questioned as close proximity to the end-user’s location is a key-factor regarding motivation to fund a charging point. A ‘Tier based framework’, that facilitates this transition was therefore developed and evaluated. Additionally, the framework was considered in the market analysis case study, which further included a recommended implementation and communication approach. If used accordingly, this framework could bring both indirect- and direct business values to the power utility company in question, as well as the involved stakeholders. Oro över energieffektiviseringar och miljökonsekvenser från utsläpp av växthusgaser världen över har främjat utvecklingen av ett hållbart energisystem. En framgångsrik marknadspenetration av elbilar (EVs) har en viktig roll i denna aspekt, men står fortfarande inför hinder där publik laddningsinfrastruktur är en del av problemet. Digitaliseringen leder till transformation och nya industrier vilket bidrar med ytterligare konstruktioner som används i övergången till ett mer hållbart samhälle. Samtidigt driver teknikutvecklingen till ökad konkurrens och har en kraftfull påverkan på vad kunderna förväntar sig från företagen. För att uppnå mer långsiktigt hållbara konkurrensfördelar måste företag sträva efter att behålla, upprätthålla och ta hand sin kundbas. Företag börjar förstå det ökade värde som finns i att utöva mer kundcentrerade incitament och strategier, vilket potentiellt bidrar till mer indirekta affärsvärden. Denna uppsats är i samarbete med ett Svenskt energiföretag, följaktligen refererat till som 'Org X' eller 'CPO'. Baserat på resonemanget ovan, har möjligheten att skapa indirekta affärsvärden genom verkställandet av en mer efterfrågedriven utveckling av den nationella elbilsladdning infrastruktur med hjälp av crowdfunding undersökts. Detta uppnåddes genom att använda ett utforskat tillvägagångssätt, där en blandad induktiv-deduktiv design användes. En kvalitativ datainsamling gjordes på flera sätt; huvudsakligen bestående av semistrukturerade och ostrukturerade intervjuer med experter inom området. Således uppnåddes ett djupgående perspektiv på av elbilsladdning marknaden vilket möjliggjorde sakliga resonemang kring den presenterade och rekommenderade strategin. Ytterligare användes kvantitativ sekundärdata för att utveckla ett verktyg för en initial plats bedömning, vilket är en del av den rekommenderade strategin. Detta verktyg användes dessutom för att öka förståelsen för den nationella elbilsladdning marknaden, kundsegmenten, liksom den potentiella marknaden för en samskapande plattform. Resultaten tyder på att den upplevda beredskapsnivån att crowdfunda laddningsinfrastruktur varierar beroende på plats och kundgrupp. En plattform som ansluter intressenter uppmuntras av aktörer på marknaden, men crowdfunding genom enbart slutanvändare ifrågasätts då närhet till slutanvändarens läge är en nyckelfaktor när det gäller motivationen att medverka i finansieringen. Därav har ett tier based framework utvecklats och presenterats, som bör underlätta transformationen mot en mer kunddriven affärsmöjlighet. Dessutom beaktades ramverket i fallstudien för marknadsanalysen, som ytterligare inkluderade en rekommenderad strategi för implementering och kommunikation. Om den används i enlighet bör ramverket ge både indirekta och direkta affärsvärden till det aktuella energi företaget, liksom till berörda intressenter.

Abstract

This licentiate thesis consists of two free-standing papers and a linking essay that links the papers by articulating an overall research aim and common theoretical background. The research aim is kept general and focuses on the role public transport can play in sustainable development. The work aims to contribute to a better understanding of why people do or do not choose to use public transport, to grasp the ideas/attitudes underlying the decisions made regarding the future of public transport, and to make suggestions for solving problems that may arise in public transport. The thesis has three theoretical bases: transport research, cultural theory, and sustainable development. Transport research is the starting point of the work, and I outline a gap in it that needs to be filled. This gap is filled by drawing on cultural theory connected to geographic terms. Sustainability discourses, on one hand, legitimate the work’s importance but also further stimulate the linking essay. Methodologically, the thesis can be placed in the hermeneutic tradition. Due to the work’s particular alignment with cultural theory, cultural relativism is supported. In addition, the interdisciplinary and multi-methodical approach can be explained by the work’s cultural focus. Against this background, the research concluded that, as a business, public transport has difficulties achieving the vaguely formulated ideological goals set for it at the national political level. As well, citizens have been marginalised in the goal-setting process. Citizen empowerment and a clearer formulation of the ideological goals are needed. Furthermore, public transport seems to be poorly rooted in society, and the present research found subregional differences that might be culturally based or explainable. The fact that public transport is poorly rooted in society can partially be explained by the marginalisation of citizens from decision making. Cultural differences in and between subregions should thus be taken into account by a farther-reaching customer perspective that acknowledges the importance of subregions. In conclusion, one should be sceptical as to public transport’s role in sustainable development. This pessimism arises from the technological step backward people would have to take in changing their main mode of transportation. Therefore, more all-embracing technical innovations are needed in the transport sector.