How businesses are implementing effective marketing strategies to increase and satisfy the demand for renewable energies.
Authors
Vaibhav Sharma, Jindal Global Business School, O. P. Jindal Global University, Sonipat, India.
Diptiman Banerji, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Victor Saha, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Summary
Today, the need for renewable energy is omnipresent as all the nations, including developed and developing economies, are struggling with environmental problems like ‘greenhouse gas emissions’, ‘climate change’, ‘increase in carbon footprints’, and ‘global warming’. Businesses are also getting affected to reshape their models for implementing effective marketing strategies to increase and satisfy the demand for renewable energies. This business shift has catered to the attention of business scholars across the globe.
Despite the surge in interest of business scholars, the extent field appears to be fragmented and the factors leading to adoption of renewable energies at different levels are in their complex state. Therefore, our article sheds light on emerging themes using keyword analysis and integrates a model using Interpretive Structural Modeling (ISM) to structure the directions of the enablers of renewable energies. Our study guides academicians and policy makers regarding the milestones upon which the field has embarked.
Published in: Mishra, P., Sharma, A., Khanra, S., Kundu, S.K., Mishra, S.K. (eds) Digital Economy Post COVID-19 Era. INDAM 2023. Springer Proceedings in Business and Economics. Springer, Singapore.
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