Market entry for wind energy: strategic approaches for the original equipment manufacturer

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dc.contributor.authorZwarteveen, Jan Willem
dc.contributor.authorZawwar, Imran
dc.contributor.authorAngus, Andrew
dc.date.accessioned2021-11-18T10:58:10Z
dc.date.available2021-11-18T10:58:10Z
dc.date.issued2021-10-13
dc.description.abstractWind energy is a valuable resource, but many developing and emerging economies(DEEs) are not utilizing the tremendous wind capacity available to them. This meansthere is a potential for wind turbine original equipment manufacturers (OEMs) topenetrate new markets to increase profits, and to contribute to Sustainable Develop-ment Goals. This article explores the potential triggers for wind energy diffusion andprovides the basis for inclusive market entry strategies for wind power OEMs. Indica-tions are that early wind energy path creation is driven by climate adaptation, vestedinterests in fossil fuels and hydropower, and the business case potential. A negativebusiness case potential in many DEEs formed a substantial barrier. A shift toincreased local value creation, collaboration with traditional power producers, andpromoting wind for climate adaptation are key novel inclusive market entry strategiesto open and develop new markets.en_UK
dc.identifier.citationZwarteveen JW, Zawwar I, Angus A. (2022) Market entry for wind energy: strategic approaches for the original equipment manufacturer. Business Strategy and Development, Volume 5, Issue 3, September 2022, pp. 165-186en_UK
dc.identifier.issn2572-3170
dc.identifier.urihttps://doi.org/10.1002/bsd2.188
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/17276
dc.language.isoenen_UK
dc.publisherWileyen_UK
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectwind energyen_UK
dc.subjectinclusiveen_UK
dc.subjectmarket entryen_UK
dc.subjectstrategyen_UK
dc.subjectoriginal equipment manufactureren_UK
dc.subjectdeveloping and emerging economiesen_UK
dc.subjectdiffusionen_UK
dc.titleMarket entry for wind energy: strategic approaches for the original equipment manufactureren_UK
dc.typeArticleen_UK

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