Informations and abstract
Keywords: Residential electric power market, digital marketing, dif- ferentiation, price, churn.
The widespread availability of digital technologies and retail electric power market liberalization have driven an increase in competitive pressure on the firms operating in this industry. The present paper aims to illustrate how main electric power companies adapted to new competitive conditions and which tools have been chosen to increase their competitive advantage, preserve their margins, and guarantee their presence on the market. Through qualitative research, the spread of innovative and smart products, offering enrichment with complementary products and services, usage of digital channels for brand identity development, and dynamics of prices and annual expenditures subjected to development of digital channel of the acquisition have been illustrated