Customizing Energy Services by Adopting Self-Service Technology and Modularization

Other conference contribution, 2024

The energy sector has undergone significant transformations in recent decades due to deregulation, digitalization, and sustainability transitions. Swedish energy companies are increasingly investing in service innovation but struggling to succeed. Previous research suggests customization enabled by self-service technology (SST) and modularization are useful strategies to increase competitive advantage. This paper aims to investigate how energy companies customize energy services through SST and modularization strategies. Data has been collected through qualitative interviews with Swedish energy companies. The analysis explores the implementation of these strategies and findings emphasize energy service innovation strategies that revolve around competence-based customization through modularity.