Abstract:

This paper introduces user business models to the literature on ecopreneurship and explores their contribution to environmental sustainability. Renewable e-mobility is identified as an appropriate application. The research methodology consists of two steps: A document analysis for developing a typology of ecopreneurs with user business models, and an in-depth case study analysis.  The authors identify four patterns of entrepreneurial user business models in e-mobility: Predominantly simple use, complementary business, feedback to core business, and additional business. They also explore the transformation path of the case company, which starts with simple use and then moves to the feedback to core business pattern. By drawing on insights from lead user theory in innovation management and sustainable entrepreneurship, the authors ground the new concept in extant literature and develop propositions. These propositions uncover some properties of ecopreneurs, the diffusion of environmental technologies, and industry transformations due to user business models. In future, more case study research should be conducted in the area of e-mobility and other environmental technologies to investigate the concept of user business models more thoroughly.