The competitiveness factors of photovoltaic installers companies and a BSC model

Abstract

Electricity generation through photovoltaic technology is promising worldwide. The agent responsible for developing the PV system market is the installer company. The installer designs and installs PV systems for customers, and it is regularly the intermediate diffuser for this technology. In some countries, the installers are considered new and inexperienced companies. In other countries, installing PV systems is already widespread, and many companies compete to sell. In the scenario of low diffusion and high competitiveness, companies must reflect on their competitive position and attempt to maximize their profits in sales of PV systems. This article aims to identify photovoltaic energy installers' competitive factors and model them for companies' strategic monitoring. We selected 39 factors in a systematic literature review, discussing and organizing them in a strategic model, the Balanced Scorecard (BSC). We define cause-effect relationships between the factors' dimensions and develop a strategic objective for each factor. Strategic objectives that the installer company should achieve in order to increase its competitiveness. Finally, we developed suggestions from Key Performance Indicators (KPI) to quantify competitive factors. Thus, the BSC model and KPIs contribute to reflection and learning by installers companies. The installer can provide consistent improvement in their competitiveness and diffusion of PV systems by studying this BSC model.