The following research has been aimed to evaluate the current competitive position of offshore wind energy industry in the North Sea region compared to other energy suppliers on the European electricity market. In relation to that, existing business environment and competitive rivalry surrounding the industry has been properly analysed and evaluated, consequently indicating few significant factors possessing the most influence on the industry’s performance, growth potential and further development. Accordingly allocating those factors in a two-dimensional framework allowed assessing the future development and deployment potential of the industry in the North Sea region in the upcoming years. In order to learn about the industry, understand the operation principles of technology applied, and determine the factors shaping future growth and development pattern of the industry in a chosen region, exploratory/qualitative research design has been applied in the following study. Accord to chosen research design, the research has been built on data gathered upon own direct observations and conversations with the field experts, and in-detail analyses of various consulting reports, policy statements, planning documents, journals, magazines, and other materials available online and in print. Through comprehensive and thorough analysis of the industry’s business environment and its competitive position on the European electricity market it has been concluded that the industry currently possesses certain competitive advantages, and is strongly preferred by the market and political powers. However, being uncertain in support from the politicians and public in the near future, as well as speed and path of further development of offshore wind technology, different scenarios for future growth and development of the industry in the North Sea are presumed. Assuming the industry to continuously invest into R&D and expand existing technology potential aiming for higher profits and decrease in involved cost level, inclines the “Great Growth” scenario in the short-term and “Market Rival” scenario in the long-term perspective in terms of future competitive pattern for the offshore wind energy industry. As for active industry players, it is presumed for Siemens and its followers to consolidate their current business position, leaving Siemens the dominant player in the industry due to the first-mover advantage.
|Uddannelser||Cand.merc.ib International Business, (Kandidatuddannelse) Afsluttende afhandling|