Marketing residential grid-connected PV systems using a Balanced Scorecard as a marketing tool

A strategic analysis of the electricity market in Western Australia yields a market potential for renewable energy in Western Australia. However, from a purely financial viewpoint the installation of grid-connected pv-systems still is not economically viable. In this paper a balanced scorecard (BSC) is developed to capture and visualize other than financial benefits. Therefore, the BSC can be used as a marketing tool to communicate the benefits of a privately owned GCPV system to potential customers.