Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match...

Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown...