Selling Solar: The Diffusion of Renewable Energy in Emerging Markets

Citation

(2009), "Selling Solar: The Diffusion of Renewable Energy in Emerging Markets", Management of Environmental Quality, Vol. 20 No. 6. https://doi.org/10.1108/meq.2009.08320fae.001

Selling Solar: The Diffusion of Renewable Energy in Emerging Markets

Selling Solar: The Diffusion of Renewable Energy in Emerging Markets

Article Type: Books and resources From: Management of Environmental Quality: An International Journal, Volume 20, Issue 6

Damian MillarEarthscanLondonFebruary 2009336 pp.ISBN 9781844075188£49.95

Selling Solar considers how a wholesale global shift to renewable energy technologies could be achieved. Focusing on the case of solar photovoltaics, it shows how, at the start of the twenty-first Century, this promising technology began to diffuse rapidly in select emerging markets, after years of struggling to take off.

Some questions the book tackles are: what were the initial barriers to diffusion? How were they overcome? Who did it? And how can this success be replicated? Drawing on the literature on innovation, diffusion and entrepreneurship, the author endeavours to answer these questions, showing how entrepreneurs affected profound technological change not just through the solar systems they sold, but through the example they set to both new market entrants and policy-makers.