Years ago, nobody would have imagined the incredible benefits attributable to the use of electricity. Nowadays it is an essential good that none of us can do without: we are all more or less consumers of electricity. The most interesting point is that in an increasingly competitive market from consumers we are becoming customers. Electricity from an essential commodity is evolving in a product/service. These profound changes require traditional electric utilities to review their strategic positioning in order to successfully face new challenges and to seize the right opportunities. With the aim of analyzing the previous issue, the following thesis is mainly structured in the following sections: -??Chapters 1,2,3 offer an interesting overview of the increasingly dynamic energy world, focusing on the last phase of the value chain: the sale of electricity to the final customer.