Renewable energy marketing: Case analyses of strategies of selected organizations in Bangladesh and the United States: Challenges and opportunities

This study explores and analyzes marketing strategies of renewable energy by selected companies in Bangladesh and the United States. The study identified, compared and contrasted different marketing strategies by the participating companies. The study was also taken to a normative level where the author recommended improvements to renewable energy marketing. Company officials representing six different companies -- three from Bangladesh and three from the United States -- were interviewed for the study. The author assigned pseudonyms for the companies and did not reveal the identity of the interviewees in order to protect confidential proprietary information provided by the companies. While there are differences found in marketing strategies of the companies from the two very different countries, there are also commonalities, especially when the companies are serving similar target groups. High initial costs and lack of awareness of renewables are the two major challenges identified in the study. All the participating companies reaffirmed that better education and better government incentives on renewables along with appropriate marketing strategies by the companies can take renewable energy a long way. Renewable energy technology could be a vital force in alleviating the ongoing global energy crisis.