Marketing Solar Energy in Ghana: A Relational Perspective

View Sample PDF

Author(s): John Kuada (Aalborg University, Denmark), Esther Mensah (Premier Resource Consulting, Ghana), Andreea I. Bujac (Aalborg University, Denmark)and Jeanne S. Bentzen (Aalborg University, Denmark)
Copyright: 2019
Pages: 20
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch014

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

Purchase

View Marketing Solar Energy in Ghana: A Relational Perspective on the publisher's website for pricing and purchasing information.

Abstract

This chapter reports the results of an exploratory qualitative investigation into buying behaviors and growth challenges within the solar energy industry in Ghana. It is premised on the understanding that African firms may experience “liabilities of localness” when marketing renewable energy products developed in the West. That is, customers doubt their capabilities to produce and install these products. Thus, market-driven growth of the solar energy sector in Ghana requires firm-level capability development through institutional support that promotes effective cross-border inter-firm collaborations as well as trust-building relationships with local customers. The results of the study confirm these observations. They show that Ghanaian consumers tend to evaluate the capabilities of foreign solar energy providers as superior to those of local firms. However, collaborations between local and foreign firms have enhanced their credibility. Firms rely mainly on word-of-mouth recommendations to attract new customers and see customer price consciousness as a major growth constraint.

The IRMA Community

Research IRM

Marketing Solar Energy in Ghana: A Relational Perspective

Purchase

Abstract

Related Content

IRMA Sponsors