POSSIBLE GREEN POWER MARKETING STRATEGIES TO PROMOTE SOLAR POWER IN SRI LANKA
Journal Title: Journal of Entrepreneurship, Business and Economics - Year 2018, Vol 6, Issue 1
Abstract
The need to invest in alternative energy solutions to supplement the increasing demand for power by the growing national economy of Sri Lanka has become a significant issue at present. One of the approaches adopted by the country to address this issue is to promote the use of solar power in the household sector in order to reduce its dependence on the national power grid and to increase the energy efficiency in their daily activities. As the participation of the private sector is involved in this undertaking, the problem of identifying the most appropriate marketing methods that can be used to promote solar power in the household sector arises. This research by focusing on the problem has contributed to the green power marketing literature by identifying and applying four selected marketing strategies that can be used to market solar power in Sri Lanka. A descriptive research methodology has been used in this study by conducting a survey that was administered to a selected sample from a population that included 110 households and 25 marketing experts. The Study that was carried out over a period of eight months used a questionnaire and the online interview as survey instruments. It proposes a green power marketing framework for a solar power industry in Sri Lanka. The findings of this study present a convincing case that Cause-related, Community-based and personal selling strategies may work to promote solar power in Sri Lanka. Traditional methods like promotional marketing have little influence on customers. Potential customers also suggested that the marketing approach needs to be more environment-friendly and community based. In future researches it is advisable to study in different contexts such as emerging, developing and developed economies and making comparisons.
Authors and Affiliations
Kalpana Ambepitiya
Keywords
Related Articles
- EP ID EP40749
- DOI -
- Views 408
- Downloads 0
ECONOMIC PROCESS AND ENTREPRENEURSHIP
There is a robust body of knowledge around the theory of Entrepreneurship, but the lack of a comprehensive and widely accepted view to describe this phenomenon is obvious. There is two main streams in entrepreneurship l...
THE EFFECT OF LEADERSHIP STYLE ON PROFESSIONAL ETHICAL BEHAVIOR: AN EMPIRICAL STUDY IN CEMENT FACTORY
This study indicates the theoretical perspective and examines the relevant literature that supports the significance of leadership style and professional ethics among employees. The methodology for conducting the study...
STRATEGIC REAL ESTATE DEVELOPMENT: MIXED METHOD USING SEQUENTIAL EXPLANATORY STRATEGY – RESEARCH METHODOLOGY
Strategic Real Estate Development (Strategic RED) is the contemporary framework that integrate both Resorce-based View (RBV) and Industrial Organization (IO) paradigm. Strategic RED have many complex variables and indi...
APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN EMERGING ECONOMIES
Purpose- Relatively few organizations have implemented an integrated approach, which addresses all the key strategic elements of CRM. Even in more developed countries only a small number of businesses have a clear idea...
HETERODOX ECONOMICS APPROACH TO BUSINESS COOPERATION
Purpose- Economics and business have evolved as sciences in order to accommodate more of ‘real world’ solutions for the problems approached. In many cases, both business and economics have been supported by other disci...