Трансформация бизнес-моделей генерирующих компаний на российском рынке: просьюмеризм как движущая сила
The transformation of the Russian electricity market is characterized by changing role and nature of the common consumer and his transformation into prosumer, which has a completely new system of values, including safety of energy supply, environmental friendliness of activities, and open communication. The trends in the area of industry digitalization that accompany this process create a stable system of challenges for generating companies. The transition from a traditional business model to a model with elements of a product- service system is taking place. At the same time, different groups of companies, because of their institutional characteristics, are transforming the business model in different ways. The purpose of this study is to identify new elements of generating companies' business models, specific to the product-service model, as well as to analyze the response of different groups of companies to this trend. The analytical and system approaches that were used in this paper allowed to solve the sobjectives. The main results of the research show the transition of business models of generating companies to the product-service model, which is carried out faster by companies with foreign participation.